As the festive season draws near, Heineken has launched a campaign encouraging everyone to escape from their phones and celebrate phone-free moments connecting with loved ones offline during gatherings.
With the playful message, “Celebrations Are Best When Your Phones Take a Rest,” the campaign invites people to put their phones down and immerse in genuine human connections.
Earlier this year, Heineken launched a global campaign centered around the Boring Phone. This campaign champions the central idea of “disconnecting to reconnect,” and highlights the joy of real-life connections over digital interactions – keeping it “boring” online to focus on meaningful moments with friends, places and experiences offline.
Kicking off the festive season on Nov 18, 2024, Heineken Malaysia brings this message to life with its “Celebrate Boring” campaign, which unfolds through a series of engaging global brand films, followed by digital activations and on-the-ground experiences designed to inspire Malaysians to swap screen time for face-to-face connections.
From Dec 6, 2024, the excitement shifts online with the playful “Heineken 404 Boring Meme” challenge – encouraging consumers to take a break from endless scrolling and engage the real world this holiday season.
To join, repost the meme on your Instagram stories, tag @HeinekenMY and stand to win exclusive passes to Heineken Boring Social Parties happening this December.
These exclusive social parties, specially curated with Saturday Selects and Motherchuckers, are the ultimate way to celebrate Christmas and New Year’s Eve.
Guests can safely stow their phones at these phone-free parties and enjoy immersive experiences, feel-good vibes and curated activities with a refreshing Heineken, fostering real connections without digital distractions.
From Dec 2024 to Jan 2025, Heineken will expand this experience to pubs and bars nationwide with “Phones Off, Night On” activations. At these venues, patrons can safely lock away their phones in Heineken Phone Lockers in exchange for a refreshing Heineken.
Heineken fans can also win the exclusive Heineken Boring Phone, developed with Boston-based streetwear curator Bodega. This limited-edition minimalist phone is stripped of social media and HD cameras, offering only calls and texts to remind us that sometimes less really is more.
To enter, purchase a set or bucket of Heineken or two cans of Heineken 0.0 at participating bars. Winners can then trade digital distractions for a one-of-a-kind device designed to promote true connections.
Joyce Lim, the marketing manager (Premium) at Heineken Malaysia Berhad highlights the campaign’s relevance in the digital age: “Heineken believes that life tastes better when experienced in the moment. In a world filled with constant notifications, it’s crucial to unplug and engage with those around us, especially for Gen Z and millennials, who increasingly realise that life is best experienced in the moment.
“The campaign tagline, Celebrations Are Best When Your Phones Take a Rest, is not just asking people to look up from their phones; it is a reminder to be fully present and savour refreshing experiences with Heineken.”
For more information about the campaign, visit https://www.heineken.com/my/en/campaigns/festive or or its official social media channels on Instagram (@Heinekenmy) and Facebook (HeinekenMYS).
Heineken and all its activities and promotions are strictly for non-Muslims aged 21 and above. Heineken advocates responsible consumption and urges everyone to #EnjoyResponsibly. Do not drink and drive.
