Unplugged Kinship

Brands marketing to families place the spotlight on digital disconnect

Implications - Constant connection is often seen as something that detracts from time shared between family members. In response, modern marketing strategies are exploring a new direction wherein technology is demonized. By playing up a romantic notion of what families were like "pre-technology," brands can build trust with family-oriented consumers.
SCORE: 5.7
This Year and Mild Top 6 Examples: 4,567 Total Clicks Jun 14 - Mar 16
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Consumer Insight Topics: TechMobileMarketingCommercials
Anti-Tech Dinner Challenges - The Cell Phone Coop Challenge Encourages Diners to Put the Phone Down
SCORE: 6.6
This Year and Warm 1,139 Clicks Pub: Mar 2, 16
Anti-Tech Dinner Challenges
The Cell Phone Coop Challenge Encourages Diners to Put the Phone Down
Chick-fil-A’s ‘Cell Phone Coop Challenge’ is a unique initiative designed to help families spend more quality time together. While most fast food restaurants are focused on quick... [More]
Anti-Technology Pepper Mills - Dolmio's Pepper Hacker Encourages Quality Family Time at Dinner
SCORE: 6.2
Warm 1,290 Clicks Pub: Mar 30, 15
Anti-Technology Pepper Mills
Dolmio's Pepper Hacker Encourages Quality Family Time at Dinner
In addition to providing seasoning, this unique pepper mill from Dolmio also serves up some much-needed respite to the constant bombardment that comes from TVs, smartphones, tablets, smart speakers... [More]
Anti-Distraction Phone Stations - Ned the Phone Docking Station Encourages Familial Bonding
SCORE: 5.6
Warm 842 Clicks Pub: Jun 5, 14
Anti-Distraction Phone Stations
Ned the Phone Docking Station Encourages Familial Bonding
Ned is a phone docking station that’s quite unlike any other, designed to encourage bonding at home, instead of constantly being attached to your phone. Ned, which stands for “No... [More]
Technology Respite Commercials - Massage Envy Urges People to 'Unplug More Often' with a Membership
SCORE: 4.3
Mild 651 Clicks Pub: May 25, 15
Technology Respite Commercials
Massage Envy Urges People to 'Unplug More Often' with a Membership
Just as getting a massage is about connecting with your body, it’s also an important time to disconnect from other distractions like technology—as Massage Envy points out in its ‘... [More]
Rejuvinating Travel Commercials - Florida Wants People to Visit in Order to 'Unplug and Reconnect'
SCORE: 3.7
Untested 292 Clicks Pub: May 26, 15
Rejuvinating Travel Commercials
Florida Wants People to Visit in Order to 'Unplug and Reconnect'
Sun, sand and the promise of warm weather are just a few of the many things that naturally draw people to a tropical paradise, so Discover The Palm Beaches’ ‘Unplug and Reconnect’... [More]
Festive Anti-Tech Ads - Telus' Phone Commercial Urges People to Unplug This Holiday Season
SCORE: 3.3
Untested 353 Clicks Pub: Dec 12, 14
Festive Anti-Tech Ads
Telus' Phone Commercial Urges People to Unplug This Holiday Season
Rather than promoting its devices as something that you must have for the holiday season and can’t live without, this phone commercial from Telus advises that unplugging for the season to... [More]