BRAND CAMPAIGNS

Heineken’s marketers get excited about its Boring smartphone campaign

By our African Marketing Confederation News Team | 2024

Brand says it wants to encourage people around the world to stay in the present and live their social lives to the fullest.

Global beer brand Heineken is known for its innovative marketing. But its latest consumer campaign aims to make smartphones as boring as possible.

Photo by David Gomes from Pexels

To help consumers create real-life good times with friends, it has unveiled The Boring Mode, a smartphone app that will block other apps, notifications and the in-phone camera for a set period of time. 

 

Heineken wants people to dial down technology so they can dial up their nights out. With The Boring Mode, phone users will be able to go back to basics – pixelating their cameras, blocking apps, and keeping the constant dings, buzzes and notifications at bay. 

 

Artists and DJs want fans to be more present in the moment 

 

“The launch follows a growing trend of performing artists and DJs asking fans to be more present in the moment across tours, festivals and club nights,” reports the marketing industry publication, Campaign Brief Asia. 

 

In a press release issued by Heineken, a DJ and producer called Barry Can’t Swim is quoted as saying: “I’m all in favour of The Boring Phone and Boring Mode, Heineken have created. 

 

“When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me. With live music, of course you are more present and immersed if you are giving it your full attention, rather than taking a video on your phone. And without phones, the energy is definitely different – people are more connected on the dancefloor.” 

 

According to Heineken, it wants to encourage people around the world to stay in the present and live their social lives to the fullest, no matter where they are. 

 

“But it’s not just artists that are craving digital disconnection, in recent years there has been a growing trend of consumers, particularly Gen Z’s and Millennials, wanting to tune out from their phones so they can tune in to what is happening right in front of them,” the press release states. 

 

In 2022, Heineken released a bottle opener that shut down work-related apps so that people could leave work behind them when cracking a beer – part of a push to address growing work-life imbalance.

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    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
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    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

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