It was by looking at the movement of generations Z and Y to detox from cell phones that Heineken joined forces with Bodega, an international label e streetwear reference, and LePub, a Publicis Groupe agency, to launch the Boring Phone in Brazil. The product was presented at Milan Design Week, one of the most important events in the world for design and innovation. The idea behind the phone is to encourage the public to disconnect from technology and have social interactions in person.
According to a research conducted by Heineken According to a study by young people in the US and UK, 90% of them scroll through their social media feeds while out with friends and family, checking their phones around seven times a night. Of the 62% who admitted to checking social media when they go out, 32% wish they could turn off their phones when they go to parties.
Under the motto “Less on your phone, more in real life” and without the modern features and functionality of contemporary devices – which, in addition, steal users’ attention from the online environment – the Boring Phone does not download social media or any other applications. Produced by Human Mobile Devices (HMD), the Boring Phone has a transparent case and holographic stickers that are inspired by Generation Z’s love for the Newtro trend. In addition, it has a 2.8-inch screen with a resolution of 240 x 320 pixels and a 1.77-inch external panel, plus an integrated 0.3MP VGA camera.
HOW TO COMPETE
Consumers over the age of 18 from all over Brazil will have the opportunity to win their own Boring Phone. Heineken is holding an exclusive raffle, which will give away 450 cell phones. Interested parties must register on the website between this Thursday, August 8, and September 6 to participate. You must be a resident of Brazil and have a CPF. The result will be announced on September 17, both on the website and through a contact from the company, using the data provided in the registration. After notification, each winner will have 72 hours to present the requested documentation. Before participating, read the conditions of participation and prize.
“One of Heineken’s main goals is to promote moments of celebration and real connections. With Boring Phone, we aim to encourage the public to experience these moments in the offline world, free from the distractions of smartphones. We want people to disconnect from technology and enjoy social interactions, opening space for new possibilities,” highlights Beatrice Jordão, communications and branding director at Heineken Brazil.
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