Motorola Uses 'Real People' to Challenge Phone Addiction

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

In a virtual sense, we live in an era of unprecedented global connectivity. Technological advances have put the world at our fingertips, allowing us to share diverse experiences with people across the globe.

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

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

Now, a new experiment by telecommunications provider Motorola—#phonelifebalance—aims to correct this, serving as both a reflection on and a fight against our 'always-on' society.

In the brand's thought-provoking 'Real People' campaign, they used a simple yet powerful form of experiential marketing to make viewers contemplate their relationship with mobile technology. The crucial question: Is my smartphone enhancing my life, or ruthlessly 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 frozen by the screen in their hand.

You might think that a static mannequin in a busy public space would draw a lot of attention, but the worrying reality of this 'experiment' was 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 were surprised to see a message on the Motorola phone: “How many times have you looked like this? Reconsider your #phonelifebalance”.

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

According to Motorola, we spend an average of 4 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 highlights our obsession with mobile devices in daily life.

But it's not all doom and gloom; 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 the real and virtual worlds, the undisputed leader in immersive storytelling remains Pokémon Go.