Ground Traffic Lights?

The streets are filled with zombie-like pedestrians who are constantly staring at their phone screen. Although this might be annoying to most of us, this behaviour increases our chances of being hit by a car. 

Bodegraven, in the Netherlands has installed LED light strips on the pavements that synchronize with traffic signals and turn red or green at pedestrian crossings. This way phone addicts can't miss them even if their eyes are cast down towards their screens! 

Is this madness or a very simple, great idea?