In Heineken’s ‘Celebrate Boring’ campaign, guests disconnected to reconnect with each other.
Party-goers encouraged to “go dark” in Heikenen’s “Celebrate Boring” campaign shut down their phones to enjoy moments with each other.
The outcome was a “reclaimed” 1,236,047.76 minutes or 858 days of uninterrupted in-real-life time, the brand said in a media statement.
It is certainly a unique move that serves as a reminder that celebrations are best when your phones take a rest.
The campaign redefined digital device usage habits, with the “Heineken 404 Boring Meme Challenge” and “Heineken Boring Brunch” creating joyous connections between people, the brand said.
The phone-free fun also offered immersive experiences, feel-good music and great company.
Across pubs and bars nationwide, patrons embraced the brand’s message to “disconnect to reconnect”.
By locking their phones in designated phone lockers, they embraced uninterrupted moments of interaction and were rewarded with ice-cold, refreshing Heineken beer.
“At Heineken, we believe that life is truly better when lived in the moment,” said Heineken Malaysia marketing manager Joyce Lim.
“In today’s fast-paced, digitally driven world, it is all too easy to get caught up in endless scrolling.
“This campaign offers a refreshing change – reminding us to pause, put down the phone, and truly engage with those around us.
“The overwhelming response showed that people, especially the Millennials and Gen Z, are eager for authentic, face-to-face connections,” Lim added.
