It’s a counterintuitive experiment for campaign partner, Moi Mobile, but very much part of Heineken’s global push to get people back living in the real world – and drinking Heineken together. Heineken has launched a mobile phone plan, operated by Moi Mobile, designed to help people in Finland reduce their screen time – ironically, by using their phones.
Instead of endless scrolling, the plan, HeiMobile, encourages shared experiences and real-world connections. It offers users incentives and perks for sports, culture, leisure activities, services, and events to get up and meet people. The campaign nudges toward real-life experiences arrive exactly where they’re needed – as messages straight to the user’s phone screen. The mobile plan works with a Moi Mobiili SIM card. It sends SMS messages to make the user aware of the screen time and offers perks that encourage real-life meetups.
“We want to bring genuine presence and joyful moments back into people’s lives because we believe that the best connections are created in real life. This mobile plan is a gentle reminder that stepping away from our screens can lead to more refreshing and meaningful social experiences, and help us feel less overwhelmed by the constant notifications on our phones,” stated Pekko Koski, product manager for Heineken at beverage distributor, Hartwall.
The first to try out the new plan will be influencers. Throughout the summer, social media influencer, Jaakko Parkkali; rapper, Seksikäs Suklaa (Luyeye Konssi); radio host, Julianna Jokela; and influencer, Jere “Sere” Siltala, will explore how the plan helps them reduce screen time.
“Working with creators – who are by their nature always online – to highlight the solution may seem ironic, but they too realize it’s about balance and were as eager as us to encourage IRL socializing. So many people feel overwhelmed by the pressure of constant online engagement, so we want to show how easy it can be to take a break from social media,” commented Nabil Nasser, global head of Heineken.
The HeiMobile plan is expected to meet a real need; many Finns want to limit their screen time. According to telecommunications operator, DNA’s, annual Digital Life survey, 40% of Finns say they find it difficult to disconnect from the internet. Among 25–34-year-olds, that figure rises to 57%. Another 40% report that constant use of digital services affects their ability to concentrate. And more than one in five (22%) have already taken steps to limit their time online or on their phones.
“Moi wants to stay on the pulse of the times and be part of emerging trends, which is why we absolutely wanted to join the experiment,” stated Ulla Koivula, co-founder and chief marketing & digital sales officer at Moi Mobiili.
“People long for a time when being together didn’t require a phone. As pioneers of mobile technology, we Finns are in part responsible for the global attachment to mobile phones. That’s why we must also offer alternatives. We believe this mobile plan can be a viable way to adopt new habits quickly and bring more social interaction into everyday life permanently,” Koski added.
