KUALA LUMPUR, 29th November 2024 – As the festive season draws near, Heineken® encourages everyone to step away from screens and embrace authentic moments. With the message Celebrations Are Best When Your Phones Take a Rest, Heineken® is inviting people to put their phones down and fully connect with friends and loved ones.
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 18th November, 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 6th December, 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.
Phones Off, Night On!
From December 2024 to January 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®, turning screen time into quality facetime.
Win the Exclusive Heineken® Boring Phone
As part of a nationwide contest, 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 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, Marketing Manager – Premium at Heineken Malaysia Berhad, highlights the campaign’s relevance in today’s 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®.”
To join the online challenge, learn more about winning a Heineken® Boring Phone or find the Phones Off, Night On activations, visit https://www.heineken.com/my/en/campaigns/festive Stay updated on Heineken®’s latest happenings on Instagram (@Heinekenmy) and Facebook (HeinekenMYS).
Heineken® and all these happenings are strictly for non-Muslims aged 21 and above. We’re all about being responsible — when you drive, never drink. Please #EnjoyResponsibly.
Source: Press Release
