2degrees turns notifications into lullabies in Fairer Phones platform

As part of its ongoing campaign to promote healthier phone behaviours, 2degrees has used radio ads to help people put their phones to bed at night.

The ads turned notifications into lullabies. Played late at night on phone-first channels like Spotify, they act as a fun reminder to put your phone to bed for the night and get to sleep.

Created by TBWA\NZ in partnership with audio specialist Eardrum, Phone Lullabies reimagines three iconic bedtime tunes – Rock-a-bye Baby, Brahms’ Lullaby and Hush Little Baby – using nothing but mobile sounds.

Calming soundscapes

Dings, swipes, buzzes and alerts – typically designed to capture attention – have been reworked into calming soundscapes that signal it’s time to put the phone (and yourself) to bed.

The campaign continued 2degrees’ ongoing mission to help New Zealanders build healthier relationships with their phones under their Fairer Phones Platform.

“We’ve all been there – a last scroll before sleep turns into an hour,” says Dave Pearce, GM Marketing for 2degrees. “This work builds on our ambition to support digital wellbeing in relevant and disarming ways. It takes the very sounds that usually keep us locked in, and flips them into something that helps you switch off.”

Flipping the script

“There’s something arresting about taking the sounds we hear every day and flipping them into something unexpected,” says Shane Bradnick, Chief Creative Officer at TBWA\NZ. “We loved the idea of reimagining these alerts as soothing lullabies – it’s surprising and fun but serves an important purpose in helping people unwind at the end of the day – in a very 2degrees kind of way.”

The campaign follows the success of previous 2degrees’ work under its Fight for Fair platform, tackling everything from oversharing to notification overload.