Insurance company Länsförsäkringar works preventively with social sustainability to create a better digital life for young people and families. With The Check Out Suite we transformed the challenge of an addiction into a positive experience for people by turning time spent in social media into a new currency. Challenging families to a highly unique experience of today - quality time together, without screens. The response from the target groups was huge creating a positive movement when it comes to screen habits and consequently a unique brand experience.

Nothing to report.

By turning a worldwide addiction (screen time) into a new currency that is only valid if you actually put down your screens, we gave people an inspiring push to help them break their addiction and attain a better balance in their digital life.

In the physical life there is often a stopping cue, it becomes clear when we are done with something like a movie or a book. But the Internet never ends. 50% of teenagers and over 200 million people worldwide suffer from screen addiction, according to reports. So when the alarm went off in Silicon Valley about how our screen habits affect us, we decided to help people change their habits.

Brief: Put the light on the increasing problem with screen addictions and work preventively to turn the trend around.

Objective: Make people aware of the issue and help them find a better balance in their digital life.

The Check Out Suite is the world's first hotel room where the price is determined by how much time you spend on social media. It’s a collaboration between insurance company Länsförsäkringar and Hotel Bellora in Gothenburg, Sweden.

When guests connect to the room's wifi, the lamp Skärmfri™ (Screen-free) sets the price of the room according to how much time you have spent online. The less time you spend with the screen, the cheaper the room gets. If you don’t spend any time online at all, the room is free of charge.

Screen time has become the new currency.

Screen addiction is a challenge for both adults and teenagers. So we needed a strategy that was applicable for a broad audience, a playground where everyone is – social media.

The strategy was to use social media to reduce the use of social media. We did it by turning time spent online into something that everyone can relate to – currency. Then we made it attractive by creating a unique hotel experience where you could use the social media based currency to pay for the room.

The purpose was to engage families, get earned media attention on the subject of digital health and in turn get increased awareness and traffic to skärmhjälpen.se, a digital tool that helps families find a better balance in their digital life.

To maximize the impact of the campaign Länsförsäkringar teamed up with Hotel Bellora, one of Sweden most popular hotels. The Skärmfri™ (Screen-free) lamp was installed in one of the rooms and The Check Out Suite was created.

Several assets was used to approach different types of media. This was the first hotel room using screen-time as a currency (travel/news/entertainment) through a custom built lamp measuring online time in real-time (tech/innovation) to help families with their screen addictions (health/lifestyle).

At Valentine’s Day The Check Out Suite was launched as a main attraction at the hotel. Couples and families in Gothenburg was able to apply for a stay at the hotel room, but after the first day over 600 families from all over the world had applied.

After the launch at Valentine’s the concept was implemented as a permanent part of the hotel.

From a media investment of zero we got a reach of 294 000 000 people. The Check Out Suite and Länsförsäkringar was mentioned in over 300 articles (still counting) including BBC, Fox News, Forbes, National Geographic, Business Insider, Lonely Planet, Harper’s Bazaar, Elle and many many more

It was listed as a Changemaker of 2019 by Contagious’ in ”Changemakers Report” under ”Early adopters that that drives global change, ranked as top 50 World Trends in February by Trendhunter, got a creatively acknowledge “Pick of The Day” by AdAge and named as one of the Best Financial Ads of the Month by AdForum.

Over 600 families from around the world applied for a visit during the launch and the activation later became a permanent concept since The Check Out Suite is now bookable at Hotel Bellora.