Dialling Down Distractions: Inside Heineken’s ‘Boring Phone' with Bruno Bertelli
Do you know what’s really boring? Going to watch a performer or band that you love and half of the audience are filming it on their phones for what seems like the entire duration. Who do they think wants to watch or listen to that? Are they even going to watch it back themselves? You’d be better served enjoying being present in the moment and if you want to relive it, find a proper live video that’s been captured professionally.
Actually, smartphones in general are a plague on our social life. Heineken recently conducted a study showing 90% of ‘zillennials’ in the UK and US frequently check their devices while socialising, often engaging in ‘doom scrolling’. I like to think I’m in the 10%, but who am I kidding? Two-thirds of respondents admit to checking social media during social interactions, over a third check work emails, and 30% play games. Smartphones – throw them all in the sea, seriously.
That’s why Heineken and US brand curator Bodega have launched 'The Boring Phone,' a limited edition 'dumb' phone with reduced tech capabilities. The phone is designed to encourage users to disconnect from their smartphones and enhance real-life social interactions. Produced by Human Mobile Devices (HMD), it is only capable of sending and receiving calls and text messages.
The phone features a transparent casing, holographic stickers, and a design inspired by early 2000s mobile phones, as well as gen z's interest in Newtro fashion. It cannot download social media or other apps, has a standby time of one week, and up to 20 hours of talk time.
The campaign was created with LePub and supported by The Romans and Dentsu Redstar, and the launch event for 'The Boring Phone' went off at Milan Design Week on April 18th, with a party to emphasise social life without smartphone distractions. After the launch, the limited-edition phones are being distributed globally to help users disconnect and enjoy quality time with others.
Bruno Bertelli, global CEO at LePub and CCO at Publicis Worldwide, tells LBB’s Alex Reeves why a beer brand is challenging people to engage with the real world and not just the little screens that try and distract us.
LBB> This doesn't feel like a response to a normal brief from Heineken. At the start of the process, what did they want from this campaign?
Bruno> At the heart of Heineken is to make social life more refreshing and rewarding. To ensure we don’t miss out on exciting new social moments we intentionally look at what's stopping us and come up with new perspectives to shine a light on those issues in witty and inventive ways. In the past, we’ve done this with ‘The Closer’, a bottle opener that turns off your laptop to encourage you to work responsibly (i.e. not overwork), to the ‘Gaming Fridge’ in Brazil which ensures you don’t miss out on socialising with a Heineken when gaming.
LBB> Strategically, what is the importance for Heineken of connecting with a zillennial audience who want to have more meaningful social lives without distractions?
Bruno> Our research showed that 90% of our audience confess to doom scrolling when they’re out socialising, we want to help them overcome this. ‘The Boring Phone’ is ultimately a metaphor for a better social life. And by doing this we make what Heineken stands for more relevant in their lives.
LBB> How did the core principle evolve into a product launch and design collaboration with Bodega?
Bruno> We got to the phone as the metaphor for our idea relatively quickly, given our research. But we also wanted to bring that limited edition collectability to the Boring Phone. Something that would resonate with an audience who is looking for something new and with meaning. Bodega’s mission of revealing hidden treasures and inspiring those who seek more from the ordinary really resonated with us and fits perfectly with Heineken’s role of refreshing social life in surprising and inventive ways.
LBB> It's not so much a consumer product as an extensive influencer campaign with a physical product at its centre. Why was that the right media option for this message?
Bruno> The Boring Phone is a cultural statement. We want to catalyse a shift towards more authentic, distraction-free social interactions. We opted for a PR and influencer-centric approach to leverage the influential reach of tastemakers and trendsetters in shaping social behaviour. Placing the physical product at the campaign's core reinforces its tangible impact, serving as a symbol of the brand's commitment to enhancing social experiences.
LBB> What were the most interesting creative decisions in creating this campaign?
Bruno> The small details like the beer bottles clinking on the loading screen are what really make it work. We knew we were making cultural references to iconic times, it was really challenging to get it right while highlighting how a particular feature makes socialising better. Yes, the screen is nostalgic, green and pixelated (3310 anyone?), but it's because it has to look dull compared to real friends around you. The hands with beers clinking are also very strategic: it is Heineken that is connecting people in this case. The most debated one was The Snake: everybody loves it, but for ‘The Boring Phone’ we had to actually make it boring, so it wouldn't fight for attention versus social life. To do so, we just made it too quick and easy to win.
LBB> What was the event at Milan Design Week like?
Bruno> So often smartphones ruin the conviviality of these situations, especially when everyone feels like their job is to capture content for their followers. It must have been a different vibe to most launch parties these days! The event was a way to test ‘The Boring Phone’ with the public for the first time. People had the most offline fun compared to any other Design Week venue, there were moments when nobody was filming the DJ, imagine that! And yes, some of the first Boring Phones apps caught immediate reaction, you could see people excited about experiencing the event rather than sharing it on socials. That's quite a recognition.
LBB> Do you think this idea could go further for Heineken? Where would you like to take it next?
Bruno> Absolutely. With only a limited number of Boring Phones available, we plan to extend the concept through a dedicated app that replicates the experience of a distraction-free social environment. This signals the beginning of numerous forthcoming ideas and activations aimed at amplifying the importance of social life. Stay tuned for exciting developments!
