Seeing the mobile screens of the hundreds of people in front of you more than the singer himself has become common at concerts, because many are more concerned with recording the moment than with living it. And to remember the importance of enjoying the present, Heineken has hacked musical events by inviting users to Minimize mobile phone use.
Next to the creative agency Le Pub has performed the action “The hidden message”both at the Heineken Silver Live Out Festival, held on October 12 in Mexico; as at the opening party of the Amsterdam Dance Event, which took place on October 16 in the capital of the Netherlands.
At both events he installed screens that transmitted a message through infrared light, which is not visible to the human eye, but can be seen through the cameras of a mobile phone. This way, when people raised their smartphones to record or photograph the performance, they could see the text “Save this concert in your memory, not on your cell phone.”
The creative also included an invitation to download the Boring Mode application, now available for both iOS and Android systems. This app will turn users’ smartphones into basic and “anti-smart” phones by pixelating the camera, blocking other applications or silencing notifications.
The initiative is supported by a certain trend perceived among Generation Z and Millennials, who seek greater disconnection. A survey carried out in the United Kingdom, the United States and the Netherlands indicates that 41% of young people find it frustrating to see the multitude of phones when they are at a concert. More than half admitted that they had prioritized capturing a video of a performance rather than being present in the moment, although 13% also said they rarely watch the videos they record.
Borgin Mode builds on Heineken’s positioning in favor of the authentic enjoyment of experiences, under which it launched The Boring Phone last April. It is a phone that does not include applications, web browsers or email, but it allows you to play snake with it. It was created together with HMD, the Finnish technology company; and the creative firm Bodega.
In this regard, the Boring Mode app is a response to the demand of The Boring Phone. The brand only created 5,000 units, but more than 70,000 users wanted to get one. Through the application it allows all those interested to achieve the same functionalities as said development.
Furthermore, he has put infrared technology available to the public that has been used for the initiative, so that any artist can download it and use it in their live shows.
“Today it seems that technology always comes first, leaving the enjoyment of real life in second place. Although technology gives us infinite comforts, it also has the cost of not letting us stop and assimilate what is happening around us..”; commented Nabil Nasser, Global Director of Heineken, according to The Stable. “At Heineken, we want to foster moments of genuine connection to enable a more rewarding social life.”.