Dive Transient:
- Heineken teamed up with streetwear retailer Bodega to launch The Boring Cellphone, a limited-edition “dumb cellphone” with no web entry, in keeping with data shared with Advertising Dive. The main target of the discharge and a associated marketing campaign is to encourage shoppers to scale back their display time whereas supporting human connection.
- The cellphone made its first look as we speak (April 18) at Milan Design Week. For many who can not get their arms on considered one of 5,000 Boring Telephones being launched, an app will launch in June that may restrict the performance of any cellphone to sending and receiving calls and textual content messages.
- The cellphone, which has a clear case with wiring evocative of Heineken’s signature colours, was impressed by information reflecting the challenges younger adults face unplugging from smartphones. A Heineken-sponsored survey discovered that 90% of U.Okay. and U.S. Gen Z and millennials “doom scroll” whereas socializing.
Dive Perception:
Heineken is leaning right into a theme of connectivity in a brand new collaboration with Bodega. “The Boring Cellphone” is meant to encourage shoppers to unplug and join in a means that’s each fashionable and nostalgic. The cellphone has one week of standby time and 20 hours of discuss time, in keeping with the discharge. It will likely be handed to out to “revellers” around the globe.
The supporting marketing campaign consists of a number of 15-second ads displaying people ditching their smartphones in favor of dwelling within the second, reminiscent of having fun with a live performance or spontaneously coming into a bar and fascinating with others over bottles of Heineken. The spots boast what The Boring Cellphone is missing, reminiscent of maps and social media.
The marketing campaign was impressed from insights of a brand-commissioned survey of 4,000 Gen Z and millennial smartphone customers, with outcomes displaying that these shoppers examine their cellphone a mean of seven instances when out and 62% examine social media when with others. Moreover, 36% admitted to checking work emails whereas 30% mentioned they sneakily taking part in video games. Nevertheless, the survey additionally revealed these customers need to interrupt away from such conduct, with 37% believing they examine their telephones extra typically than they need to whereas out and 32% mentioned they want to have the ability to change off from their telephones throughout an evening out. In terms of turning their cellphone off or leaving it at house whereas out, 22% indicated they already accomplish that and 38% mentioned they’d think about doing so.
The marketing campaign was created in partnership with LePub, which is a part of Publicis Groupe. Extra help comes from PR company The Romans and media company Dentsu Redstar. Human Cell Gadgets produced the telephones.
The marketing campaign embraces rising nostalgia for Y2K, a time earlier than smartphones performed such a giant function in shoppers’ lives, whereas additionally selling key Heineken rules of unplugging and dwelling within the second. This isn’t the beer model’s first foray into anti-tech know-how: In 2022, the beer launched a bottle opener that shut down work apps.
