Imagine getting your hands on a newly launched mobile device. Now imagine not being able to access social media using it. Dumb, right? Well, Heineken, a well-known Beer brand has tied hands with HMD (Human Mobile Devices) & their creative partner Bodega to bring to you what they call, “The Boring Phone”.
What is ‘The Boring Phone’?
Imagine a vintage flip Nokia tied hands with a transparent Nothing phone. Voila, it is The Boring Phone. The only catch? It is made to do the bare minimum—less than what you imagined reading the last line. It proudly owns – a 0.3 MP camera, a 3.5mm Jack & IS NOT FOR SALE.
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Why isn’t it for Sale?
It’s more of a marketing campaign than just a phone. It’s pretty obvious when a beer brand comes up with a mobile, but yes. The only people getting their hands on this phone will be the ones getting it through giveaways and contests hosted by Heineken and HMD.
The Marketeer’s Thought
The idea isn’t very unique, to be honest – “Encourage people to have better interpersonal relationships by moving them away from their smartphones”. Brands like Coca-Cola (Taste the Feeling Campaign), Ikea (Real Life Series Campaign), and Panda Express (Family Table Campaign) have already saturated the space, but it surely is a fresh take.
Brands: Heineken, HMD
Agency: Bodega
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