Heineken just launched “The Hidden Message" campaign that urges concert-goers to make memories by truly experiencing the live performances instead of viewing them on their phone screens.
Helmed by Publicis Groupe global creative agency LePub, with global communications handled by PR firm The Romans, the initiative unveiled a hidden message at live music events in Mexico City and Amsterdam.
The hidden message is placed on large screens at the concert venues and can only be seen through a phone’s camera via infrared lighting.
With messages like “Keep the moment in your memory, not on your phone," Heineken encourages people to immerse themselves in the experience, rather than constantly filming every second of a live show.
The technology was installed at the Silver Live Out Festival in Mexico and at the Amsterdam Dance Event (ADE) in the Netherlands and did not require any external apps for people to see.
Interceptamos el concierto de varios artistas durante el #HeinekenSilverLiveOut para dar un importante mensaje. Es momento de guardar los conciertos en tu memoria, no en tu celular.
— Heineken MX (@Heineken_MX) October 22, 2024
Hay más en la música, cuando hay menos en tu celular #TheBoringPhonepic.twitter.com/dsKwN1gR2v
The campaign draws on the increasing trend of performing artists and DJs asking their fans to put their phones away and be more present during live shows.
According to Bruno Bertelli, global CEO of LePub and CCO of Publicis Worldwide, the goal of this tech-driven initiative is to redefine the concert experience by creating spaces without distractions.
Nabil Nasser, the global head of Heineken, added that the enjoyment of real life has fallen second to technology, which is what prompted the campaign:
“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."
As part of the campaign, Heineken also launched “The Boring Mode," a mobile app that blocks other apps, notifications, and the camera for a certain time. The app can be downloaded from Google Play and Apple Store.
This initiative reinforces the brand's previous "The Boring Phone" campaign in which Heineken and streetwear curator Bodega created a limited-edition Y2K-inspired flip phone.
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The retro phone comes without an HD camera, voice assistant, maps, video calls, and social media, and is designed to only receive messages and calls. More than 70,000 people have tried to get one.
Overall, the goal is to minimize tech disruption so that people can enjoy their nights out, make real connections, and create lasting memories.
Many brands have capitalized on the trend of promoting unique advocacies to build a deeper connection with their audiences.
With Heineken's "Boring" initiatives drawing people's attention away from their phones toward what matters in real life, it effectively builds brand affinity, creating positive sentiments and fostering consumer loyalty.
Put Down Your Phones & Live in the Moment
“The Hidden Message for the Boring Phone" opens with a simple message showing how gigs have changed: from crowds waving their hands together, feeling the music, to everyone holding their phones up to film the performances.
The contrast between the two scenes accurately presents the core message of the campaign: phones are limiting our ability to connect to real moments.
The shot turns black, with the words “And artists hate it” displayed before several clips of performing artists asking their fans to stop filming are shown.
“To help them, Heineken sent a message by using the only thing the crowd pays attention to: their phones. Heineken presents The Hidden Message.”
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We now see a phone with the camera on, showing the DJ in live action, before panning upward to a screen above the DJ’s head.
There, the words “Keep the moment in your memory, not on your phone” are shown in red next to a QR code that directs users to download "The Boring Mode" app.
More smartphones are used to view the message in different languages and from different angles.
Throughout the spot, Heineken encourages fans to switch to a “dumb phone” with "The Boring Mode" app that makes the screen change to something reminiscent of an old Nokia.
“This is now a boring phone. Your phone can now do less. Go, do more with your friends. The rest can wait,” is flashed onscreen with two bottles of Heineken.
The video ends with an aerial view of the crowd at the concert venue and the message: “There’s more to music when there’s less on your phone.”
Heineken has championed many campaigns that draw on real-life experiences.
Recently, it launched the "Forgotten Beers" campaign to shine the spotlight on how it doesn't mind if its beers are set aside for real human interaction.
