In a world where screens often steal our attention and algorithms rule our interactions, The HEINEKEN Company is flipping the script inviting people to disconnect in order to reconnect. With the launch of HeiMobile, the world’s first “social mobile plan”, Heineken rewards people not for being more online, but for logging off and being truly present in real life.
Developed in partnership with Moi Mobiili Oy in Finland, this refreshingly original idea turns the typical mobile plan on its head. Instead of offering extra gigabytes or streaming bonuses, HeiMobile hands out real-world perks rewards you earn by spending less time scrolling and more time engaging offline. The message is clear: the best connections aren’t always online.
As Pekko Koski, Product Manager for Heineken, puts it, “We want to bring genuine presence and joyful moments back.” It’s a campaign that doesn’t ask users to delete apps or abandon the digital world, but instead nudges them toward balance where living in the moment holds more value than collecting likes.
Nabil Nasser, Global Head at Heineken, echoes the sentiment: “They too realise it’s about balance.” Delivered by United Imaginations FI, the campaign combines smart tech with emotional intelligence reminding us that refreshment isn’t only about a cold drink, but about refreshing our lives.
With HeiMobile, Heineken isn’t just serving beer it’s serving perspective, wrapped in a witty, innovative package that speaks to our times. And maybe, just maybe, it’s time we all took the hint to scroll a little less, and live a little more.
