heineken-GO -

Kategoria:
Paras kampanja, Paras vaikuttajamarkkinointi, Tuloksellisin kampanja

CHALLENGE

Too Much Connection,
Not Enough Connection.

In Finland — birthplace of mobile culture — screen fatigue had become a national habit. Phones connected everyone but no one, and Heineken 0.0 needed to prove its promise of real connection in a fast-growing, highly competitive market with limited spend.

solution

Turn Screen Time into Real Time.

Instead of telling people to log off, we built a mobile plan that helped them do it. HeiMobile — the world’s first SIM plan from a beer brand — sent playful nudges and real-world perks via SMS, inviting users to put their phones down and enjoy time with friends. The phone became both the message and the reward.

execution

When a Beer Brand Entered Telco.

Creators unboxed “offline kits,” festivals hosted Heineken “phone parks,” and earned media ran with the paradox — a mobile plan telling you to use your phone less. The result: behaviour change you could see, headlines you couldn’t miss, and a witty proof that less screen time can still mean more connection.