Smartphones have taken over our attention entirely. They are in every pocket, and unfortunately, in every social gathering. People spend on average 3h50m on smartphones per day, but with their smooth functionalities and interesting apps, how could we not? On the other hand, there’s a growing trend of digital detoxing, from artists asking people not to use their smartphones in concerts, and even gen-z adopting alternative ways to socialize. How could we make Heineken more relevant for these same gen-z consumers without disrupting their lifestyle, in fact, adding some amazing gadget with a polished newtro design to their lives?

Heineken is a beer brand that is all about creating a fresher world through the power of socialization. And social life was more interesting when phones were more boring. That’s why they created The Boring Phone, a phone to help people to socialize, in real life. The phone was made to fit with the necessities of gen-z, connecting with the current zeitgeist around digital detox and the importance of disconnecting in order to connect with others.

Smartphones are amazing: they have a functionality for (almost) any need, and provide a smooth and incredibly interesting experience to users. Maybe they are a little too interesting: a whopping 89% of gen-z have actively tried to spend less time on their phones. The Boring Phone provides a solution to this problem: 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 devices were produced between August 2023 and March 2024, securing the partnerships with Nokia makers HMD and fashion curators Bodega in October 2023, the campaign was launched in the Italian market in early April 2024 achieving global reach across key markets. 400 phones were launched in April, creating desirability through scarcity. Three social films described the risks of being too focused on phones during nights out and the benefits of having a Boring Phone instead.

The Boring Phone was created blending the skills of the iconic makers of Nokia, HMD and fashion curators Bodega. A transparent cover made of recycled plastic showcases the simplicity of its indeed boring components. The Boring Phone was launched during Milan Design Week, when design and innovation obsessions are accompanied by constant chances of social mixing. Launched across social, digital, digital out of home, press, global influencers, it achieved global reach across key markets. The Boring Phone provided a way to fully enjoy social experiences, free from the distractions of our amazing phones. Dropping in 4 countries just in time for festival season and having been published by over 2000 publications in 113 countries, it reached a global audience of 7.1bn people.

The objectives of the campaign were to improve brand affinity, achieve buzz, positive social sentiment and earned PR value. The Boring Phone has been the highest reaching Heineken brand PR campaign up to this day. The campaign boasts over 7.1 bn earned impressions, with over 2000 pieces of coverage, including publications such as Vogue, Highsnobiety, Hypebeast, It’s Nice That, GQ and Wired, The Guardian and more, covering 113 countries and 61+k in engagement. 24k+ expressed interest in the phone by signing up to our waiting list. Launched with an exclusive event during Milan’s busiest week for events, Milano Design Week, the event reached 15k+ registrations in its first hour, getting 3.6k smartphones shut in favor of socialization. Influencer posts achieved a reach of 1.5m. The campaign gained 100% positive sentiment across press and 97% positive sentiment in social media.