Disconnect from technology to connect with people. That is what Heineken It has long promoted a purpose that has been reflected throughout the last year in various initiatives, such as mobile phone without applications “The Boring Phone” or the recent campaign that encourages you to get away from the “Social Off Social” screens. His efforts to promote human relationships and spend time with friends around his product now expands with a Mobile rate that seeks to reduce dependence on devices.
In collaboration with the teleopeora Moi Mobiili The beer brand has launched Heimobile In Finland, a telephone plan that offers advantages and activities to users who opt for relate to other people and enjoy shared leisureinstead of dedicating your time to the screens. It is a pilot project and an experiment that will take place over the next months.
The initiative is based, according to Hartwall, Heineken distributor in the country, on the fact that 40% of Finns claim that they find it difficult to disconnect from the Internet. In this sense, the rate not only intends limit the time that users spend with the mobile, but interrupts its use with benefits and activities that encourage and meet other people.
As the company explains, these use interruptions are Invitations to live real experiences that send directly to the mobile in the form of SMS. The rate works with a conventional Moi Mobiili Sim card, and text messages are sent that help the user aware of the time in front of the screen and propose sports, cultural and leisure activities, as well as for services and events.
“We want to return the real presence and fun moments to people’s lives, because the best connection usually arises face to face”; Pekko Koski, Heineken Drink Product Manager in Hartwall, said in a statement.”This rate is a kind reminder that, when we disconnect from the screens for a moment, we can live the best moments of our lives”
The first to try the rate will be Content creators and influencers. During the summer, the influencer Jaakko Parkkali, rapper Seksikäs Suklaa the radio presenter Julianna Jokela and the presenter Jere “Sere” Siltala will have the opportunity to reduce their time in front of the screen thanks to the activities included in the rate.
“It may seem ironic that participants are influencers, whose work is precisely on social networks. But they also seek balance and real meetings“; Nasser, director of Heineken, global head of Heineken and Amsterl, said.”Many people want to reduce their time in front of the screen, so we want to show how easy it can be”
The Teleoperadora has created a specific website for the rate and in it encourages interested users to leave their contact to keep informed about the availability of the plan. The brand has not specified or when it will be available, it only points out that it is focused on over 18 years of age in Finland.
Heineken believes that the rate can be an answer to a real need. According to the data offered by the distributor, users consider that the constant use of digital services harms the ability to concentrate. 22% of Finns have already begun to limit the time on the Internet or with the mobile.
“People long for the times when being together did not require a phone. We, as pioneers on mobile technology, are also partly responsible for people around the world to be so attached to their mobiles. That is why we must also offer alternatives ”Pekko Koski (Hartwall) has pointed out.
The beer brand indicates that the initiative Promote the human connection and fits perfectly with the values of the brand, which has been promoting authentic meetings for more than 160 years. Different marketing and communication projects such as those mentioned, or as “bar dating”, seek to promote face -to -face leisure and, consequently, the consumption of Heineken product in the hospitality industry.
