Heineken is continuing to answer the call from young adults wanting to disconnect from their tech by launching ‘The Boring Mode’ – an app that will take any smartphone back to basics. The Boring Mode works by blocking other apps, notifications and even the camera as requested by the user for a set period of time – allowing them to enjoy good time with friends IRL.
Over a third (35%) of Gen Z and Millennial smartphone users across the UK, US and the Netherlands said they check their phones more often than they should when socialising and 88% say they can find themselves habitually scrolling on nights out. But the Boring Mode is designed to help by keeping the constant dings, buzzes and notifications at bay.
It is being launched in response to the incredible demand for The Boring Phone – a collaboration between Heineken and Boston streetwear curators, Bodega. When the limited-edition Y2K inspired flip phone (designed to do absolutely nothing but message and call) was launched earlier this year, more than 70,000 people tried to get their hands on one.
Earlier this week, Heineken teamed up with Amsterdam Dance Event and Barry Can’t Swim to launch the app and encourage people to minimise phone use on the dance floor at this year’s global music event.
During Barry Can’t Swim’s DJ set at the ADE opening event, Heineken hid clever technology that delivered a message via infrared lighting, invisible to the naked eye but revealed when people held up their phones to try and record. Fans were encouraged to turn their smartphones ‘boring’, keeping the moment in their memory, not on their phone.
The same technology was also implemented by Heineken during Live Out Festival in Mexico, attended by 50,000 people earlier this month. Heineken wants to encourage people around the world to stay in the present and live their social lives to the fullest no matter where they are. For those not attending events where the technology is being trialled, all they need to do is download The Boring Mode to switch off and let the music be the only distraction.
Heineken’s hidden message follows a growing trend of performing artists and DJs asking fans to be more present in the moment across tours, festivals and club nights this summer. But it’s not just artists that are craving digital disconnection, in recent years there has been a growing trend of consumers, particularly Gen Z’s and Millennials, wanting to tune out from their phones so they can tune into the music.
Six in ten (60%) of those surveyed said they think they’d enjoy music events more if they could disconnect from their device. Two fifths (41%) said they find it frustrating to see a crowd of phones in the air when out at a gig or concert. 55% admitted that they had prioritised capturing a video of a performance rather than being present in the moment, even though 13% also said they rarely watch back the videos they capture anyway.
Scottish DJ and producer Barry Can’t Swim said “I’m all in favour of The Boring Phone and Boring Mode, Heineken have created. When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me. With live music, of course you are more present and immersed if you are giving it your full attention, rather than taking a video on your phone. And without phones, the energy is definitely different – people are more connected on the dancefloor.”
Jorinde Boom, Head of Partnerships at ADE comments, “Electronic music is made to be felt, experienced and heard, not just in your ears but through all of your body’s senses. We encourage everybody to experience and explore each performance of an artist during ADE in the best way.. We hope this campaign created by our Main Partner Heineken allows attendees at this year’s festival to enjoy all world class artists we have on our lineup free of distraction.”
Nabil Nasser, Global Head of Heineken comments, ”Today it feels like tech always comes first, leaving the enjoyment of real life in second place. While technology grants us endless conveniences, it also comes at the cost of not being able to stop and embrace what’s happening around us. At Heineken®, we want to foster moments of genuine connection to enable a more rewarding social life. When we launched The Boring Phone earlier this year, demand was huge but only a limited number were made. So, we hope the launch of The Boring Mode helps even more people take a step back from taking photos for posting on social media, and instead look around to enjoy what’s right in front of them. After all, there is more to your social life, when there is less on your phone.”
The Boring Mode is available to download, for free, on iOS and Android now.
