Motorola Challenges Phone Addiction with 'Real People'

Let's be honest: how do you feel about the world around you?

In a virtual sense, we are incredibly fortunate to live in an era of unprecedented global connectivity. Thanks to technological advances, we have the world at our fingertips and the opportunity to share diverse experiences with people across the globe.

But are we making the most of this? And are we consciously aware of our surroundings?

Sadly, for many of us, the answer is no.

Now, a new experiment from telecommunications company Motorola—#phonelifebalance—aims to correct this, serving as a reflection on and a fight against today's 'always-on' society.

In the brand's thought-provoking 'Real People' advertising campaign, a very simple yet powerful form of experiential marketing is used to make viewers think about their relationship with mobile technology. The crucial question is: Is my smartphone enhancing my life, or relentlessly taking it away?

The telecom brand placed lifelike mannequins in some of Manhattan's busiest spots, such as subway station entrances and in front of hot dog carts. Each mannequin held a phone, appearing as if frozen by the screen in their hand.

You might think that a static mannequin in a busy public space would attract a lot of attention, but the worrying reality of this 'experiment' is that in many cases it didn't—many New Yorkers either walked around the mannequins or bumped straight into them.

Those who were intrigued and got up close to the mannequins would be surprised to see this message on the Motorola phone: 'How many times have you looked like this? Reconsider your #phonelifebalance.'

The on-site brand experience sparked strong, natural reactions from participants, with one even commenting: 'The mannequin on the street is a perfect representation of what is changing in our lives.'

According to Motorola, we spend an average of four hours a day staring at our phones—time that could be spent connecting with friends and family in real life and enjoying the world around us.

It's a startling moment that reveals the extent of our obsession with mobile devices in daily life.

But it's not hopeless. We've already seen great examples of brands using handheld technology to enhance real-life experiences.

American toy retailer Toys R Us used augmented reality to engage in-store shoppers, while Star Wars let shoppers use their phones for a galaxy-wide treasure hunt. But when it comes to the perfect blend of real and virtual worlds, the undisputed leader in immersive storytelling remains Pokémon Go.