Guests locking away their phones to enjoy the party.
Celebrations are best when your cellphones take a rest.
That is the message Heineken wants to convey to party-goers, inviting people to put their phones down and fully connect with friends and loved ones.
The brewer’s global campaign champions the idea of “disconnecting to reconnect” and highlights the joy of real-life connections over digital interactions.
During a media launch of the campaign at The Beer Factory in Desa Sri Hartamas, Kuala Lumpur, guests parted with their cellphones temporarily.
The person who locked away their phone the longest won an exclusive Heineken Boring Phone, developed with Boston-based streetwear curator Bodega.
This limited-edition minimalist phone offers only calls and texts and was stripped of social media capabilities and high-definition cameras.
At the event, visitors were seen taking pictures with instant cameras instead of using their smartphones.
Lim unveiling the minimalist limited-edition Heineken Boring Phone during the media launch.
Heineken Malaysia Bhd marketing manager Joyce Lim highlighted the campaign’s relevance in today’s digital age.
“Heineken believes that life tastes better when experienced in the moment.
“In a world filled with constant notifications, it’s crucial to unplug and engage with those around us.
“It is also a reminder to be fully present and savour refreshing experiences with Heineken,” she said.
Today (Dec 6), the brewer is launching the Heineken 404 Boring Meme challenge to encourage consumers to take a break from endless screenscrolling and engage the real world this holiday season.
To join, repost the meme on Instagram stories, tag @HeinekenMY and stand to win exclusive passes to Heineken Boring Social Parties to celebrate Christmas and New Year’s Eve.
Until January 2025, Heineken will expand this experience to pubs and bars nationwide with “Phones Off, Night On” activations.
Patrons can safely lock away their phones at designated lockers in exchange for a refreshing Heineken and stand a chance to win the exclusive Heineken Boring Phone.
To take part, purchase a set or bucket of Heineken or two cans of Heineken 0.0 at participating bars.
Winners can then trade digital distractions for a one-of-a-kind device designed to promote true connections.
