Irony has never tasted so refreshing: Heineken has just launched HeiMobile, a prepaid SIM and mobile plan designed to help people… spend less time on their phones.
In partnership with Finnish mobile operator Moi Mobiili, the beer brand’s new initiative flips the script on traditional mobile plans. Instead of endless push notifications luring you deeper into your screen, HeiMobile subscribers get SMS prompts that encourage them to close their apps and reconnect in real life, ideally, over a cold Heineken.
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HeiMobile works like any standard SIM card, but with an unexpected twist: it sends personalized messages reminding you about your screen time, suggesting local sports, cultural or social activities instead of another mindless scroll. The plan even includes perks such as invitations to events, vouchers for nights out, or unique IRL experiences.
It’s more than a marketing stunt; it taps into a real need. According to DNA’s Digital Life Survey, 40% of Finns admit they struggle to disconnect, rising to 57% among 25- to 34-year-olds. Over 20% say they’ve already tried to cut back.
HeiMobile extends Heineken’s larger ‘Social off Socials’ platform, a global push to put real-world connection back at the center of its brand.
This summer, Heineken is bringing local creators on board to test HeiMobile in the wild, including Finnish rapper Seksikäs Suklaa and TV host Julianna Jokela. If hyper-connected influencers can find balance, the message goes, so can everyone else.
Developed with creative agency United Imaginations, HeiMobile is a reminder that sometimes, the best way to stand out in a hyper-digital world is to encourage people to put their phones down. Instead of rejecting tech outright, Heineken is reframing it as a tool for more mindful connection and a prompt to swap DMs for real conversations over beers.
