Goals and objectives
With mobile phone and smart device usage on the rise, public concern has grown over the negative effects of excessive screen time on well-being, especially among young people.
Research conducted by DNA revealed that 44% of Finns feel they spend too much time on devices, and nearly one-third struggle to disconnect.
In this context, telecommunications companies often find themselves at the center of criticism for promoting the very devices and services contributing to this issue.
DNA, however, chose to approach the conversation differently. Rather than defend or deflect, the company embraced the opportunity to advocate for healthier digital habits. The goal of the campaign was to promote "Smart-Free Moments"—intentional breaks from smart devices—encouraging people to disconnect and focus on real-life experiences. By doing so, DNA aimed to position itself as a responsible, customer-centric brand that genuinely cares about the well-being of its users.
Surprising Insights
DNA received overwhelmingly positive feedback on the campaign. The Smart-Free concept resonated widely, sparking conversations in schools and prompting organizations to host their own Smart-Free Days. This cultural traction underscored the campaign’s broader societal relevance.
One unexpected insight was the campaign’s impact on sales. Although it was not designed with immediate commercial goals, it nevertheless delivered strong sales results—highlighting the potential of brand campaigns to drive both awareness and conversion.
Audiences appreciated the campaign’s meaningful message. As Christoffer Strandberg noted, “What resonated with the Smart-Free campaign is that I am not selling a product, but a cultural revolution in our relationship with smart devices. It’s great that this is being done by a telecommunications operator.”
Open feedback from the native article impact study praised DNA’s courage in addressing a topic so closely tied to its own industry. One comment read: “A very important topic, and it’s great that an operator knows and dares to talk about such a subject! Many might think it’s a risk for their own industry, but kudos to DNA for this!”