One of the insurance company Länsförsäkringar‘s missions is to increase digital health among youths and families, with one of its efforts focusing on creating a better climate on the Internet for young people and families, especially in an era where we are addicted to screens. To make people reconsider their behavior and push them to limit the time they spend in front of the screens in favor of the family, the company joined forces with Stendahls agency.

Although this is a perfect subject for our #ThrowBrandThursday column, it can work perfectly even now, as people emerge from the pandemic and start traveling. And no journey can be complete without a nice place to stay. If it’s cheap, everything is great. If it’s free, it’s perfect! But this perfection comes with a price, of course: Don’t spend time online. How hard can that be?

Bellora hotel was delighted with the idea of making people give up on their phones — at least for one night — so it lent one of its rooms to Länsförsäkringar. “The Check Out Suite” opened its gates to people who wanted to have free accommodation while visiting the city of Gothenburg during Valentine’s Day. The catch was that the room’s price was determined by how much time the guests spent online. This was possible thanks to the Skärmfri ™ (Screen-free) smart lamp, which calculated the time one surfed the internet.

Mariana Valderrama Gaete, Manager at the Bellora hotel, said that “as a hotel, it is important for us to encourage people to socialize with each other when they stay with us. ‘The Check Out Suite’ is an exciting concept that really challenges modern demeanor. We want to see how it works.”

As long as the recommended 30 minutes were not exceeded — each member of the room was entitled to half an hour on the internet — the lamp had a white light. However, it changed color to red once visitors reached the time limit. After this stage, every minute was charged with SEK 20 (almost €2). The stay included a hotel night and breakfast with a maximum price of SEK 2,400 (€1130), depending on how much time the guests have spent online.

“The Skärmfri lamp was one way to help, but now we have taken it even further and converted screen time into a currency that rewards a healthy digital life,” said Lisa Höglund, Head of Communications at Länsförsäkringar.

This is a nice way to explain the “Time is money” expression: The more you waste time on useless things, the more expensive life gets.

Credits:

Client: Länsförsäkringar

Agency: Stendahls