Heineken Celebrate Boring campaign reclaims 858 days of social life for Malaysians

Late last year, Heineken kicked off their Celebrate Boring campaign which promoted the idea to disconnect to reconnect by asking people to put aside their smartphones for quality time with friends and family by placing them in special lockers at selected establishments. The campaign has borne fruit with Malaysians reclaiming a whopping 858 days of uninterrupted social time.

The campaign also saw users further encouraged to spend moments with friends and family across the recent string of holidays culminating in Chinese New Year via the Heineken 404 Boring Meme Challenge with fans spurred to go dark on social  media and tagging @HeinekenMY with participants rewarded with invites to Heineken’s Boring Social parties.

“At Heineken®, we believe that life is truly better when lived in the moment,” said Joyce Lim, Marketing Manager of Heineken Malaysia. “In today’s fast-paced, digitally driven world, it’s all too easy to get caught up in endless scrolling. This campaign offers a refreshing change— reminding us to pause, put down the phone, and truly engage with those around us. The overwhelming response showed that people, especially Millennials and Gen Z, are eager for authentic, face-to-face connections. We’re thrilled to have created opportunities for these moments—with the refreshing Heineken being in the centre stage to every new and shared festive experience.”

For more details about Heineken check out their Instagram (@HeinekenMY) and Facebook (HeinekenMYS) and the campaign video at https://www.heineken.com/my/en/campaigns/festive