HMD Global and Heineken launch 'Boring Phone' to evoke nostalgia
What's the story
HMD Global, the Finnish company behind Nokia-branded phones, has partnered with Heineken and creative agency Bodega, to launch a unique branding initiative called the 'Boring Phone.' This project is a follow-up to HMD's previous collaboration with Mattel on a Barbie-themed flip phone. The Boring Phone, a clear flip phone without apps, aims to evoke nostalgia and encourage social interaction over beer.
Availability
Handset not for sale, available through promotions
The Boring Phone is not intended for commercial sale but will be available through promotional giveaways. This limited edition release will see only 5,000 units manufactured, as stated on Heineken's website. The device has a 2.8-inch QVGA display on the inside, a 1.77-inch display on the outside, a 0.3MP camera, and a 3.5mm headphone jack. It supports calling and texting via 2G, 3G, and 4G networks.
Features
The device aims to spark joy and nostalgia
Despite its basic features, the Boring Phone is primarily a marketing tool designed to spark joy and nostalgia. Heineken's promotional website encourages users to text their friends for directions as a navigation method. The phone also includes the classic game Snake, a nod to HMD's Nokia license, further enhancing its nostalgic appeal.
Release
Boring Phone to be released through social media giveaways
The Boring Phone will initially be up for grabs through social media giveaways in the UK, with other markets to follow later in the year. For those who miss out on winning one of these phones, an app that will turn "smartphones boring" will be available for download from June, as announced on Heineken's website.