Smartphones have dominated our attention, becoming a constant presence in every pocket and social gathering. On average, people spend 3 hours and 50 minutes a day on their smartphones, captivated by their smooth functionalities and engaging apps. However, there is a growing trend of digital detoxing, with artists encouraging audiences to refrain from using smartphones at concerts and even Gen Z embracing alternative ways to socialize. Heineken sought to connect with these Gen Z consumers in a way that aligned with their lifestyle, offering a unique gadget with a polished "newtro" (new retro) design that would enhance their lives.
Heineken, a beer brand committed to fostering socialization and creating a fresher world, recognized that social life was more vibrant when phones were less captivating. This insight led to the creation of The Boring Phone—a phone designed to help people socialize in real life by being intentionally boring. The Boring Phone resonated with the Gen Z zeitgeist around digital detox and the importance of disconnecting from technology to connect with others.
Smartphones are incredibly functional and offer a smooth, engaging experience, but they can be too captivating. In fact, 89% of Gen Z have actively tried to reduce their screen time. The Boring Phone provided a solution: if smartphones are too interesting, what Gen Z needs is a boring one. Targeted at Gen Z and zennials who engage in digital detox, the phone was produced between August 2023 and March 2024. Heineken secured partnerships with Nokia makers HMD and fashion curators Bodega in October 2023, launching the campaign in the Italian market in early April 2024 with global reach in key markets. Only 400 phones were released, creating desirability through scarcity. Three social films highlighted the risks of excessive smartphone use during nights out and the benefits of having a Boring Phone instead.
The Boring Phone was developed in collaboration with HMD, the iconic makers of Nokia, and fashion curators Bodega. Featuring a transparent cover made of recycled plastic, the phone showcased the simplicity of its intentionally boring components. It was launched during Milan Design Week, an event known for its focus on design, innovation, and social interactions. The campaign was promoted across social media, digital platforms, out-of-home advertising, press, and through global influencers, achieving global reach in key markets. The Boring Phone encouraged people to fully immerse themselves in social experiences, free from the distractions of modern smartphones. Released in four countries just in time for festival season, the phone garnered coverage in over 2,000 publications across 113 countries, reaching a global audience of 7.1 billion people.
The campaign’s objectives were to enhance brand affinity, generate buzz, foster positive social sentiment, and earn PR value. The Boring Phone became Heineken's highest-reaching PR campaign to date, with over 7.1 billion earned impressions and coverage in prominent publications such as Vogue, Highsnobiety, Hypebeast, GQ, Wired, and The Guardian. The campaign achieved over 61,000 engagements, with more than 24,000 people signing up for the waiting list. The launch event during Milan Design Week attracted over 15,000 registrations in the first hour, with 3,600 smartphones being turned off in favor of socializing. Influencer posts reached 1.5 million people, and the campaign received 100% positive sentiment in the press and 97% positive sentiment on social media.
