Heineken launch mobile plan that rewards logging off
By James Herring on Thursday, July 3, 2025
In a digital culture addicted to scrolling, Heineken is flipping the script with a move that feels both genius and slightly ironic: a mobile phone plan that helps people disconnect – by sending them reminder texts.
Launching in Finland in partnership with telco Moi Mobiili, ‘HeiMobile’ is being billed as the world’s first “social mobile plan.”
Rather than endless data and dopamine hits, the plan pings users with real-world perks—tickets to events, leisure experiences, and nudges to get out and meet people.
It’s screen time with an off switch.
It’s also smart timing. According to DNA’s annual Digital Life survey, 40% of Finns admit they struggle to disconnect from the internet, rising to 57% among 25–34-year-olds.
The idea that a mobile plan could counteract this feels counterintuitive – until you consider how much of the anxiety starts with the phone itself.
“We want to bring genuine presence and joyful moments back,” says Pekko Koski, Product Manager for Heineken who sees the initiative as a kind of digital detox that doesn’t require deleting apps or going off-grid.
The brand is kicking things off by enlisting hyper-online influencers to trial the plan this summer. It’s a self-aware twist: using people who live online to promote logging off.
“They too realise it’s about balance,” says Nabil Nasser, Heineken’s Global Head.
This isn’t Heineken’s first IRL-first idea – its part of a masterbrand campaign. This year Heineken took aim at digital burnout with its global campaign “Social off socials”, created by LePub, and fronted by Joe Jonas.
The beer brand launched an invention designed to nudge you off your phone the next time you’re at the pub and a campaign to tackle mobile phone use at concerts.
Heineken’s move into mobile networks signals a culture shift. Not a rejection of tech, but a reimagining of how we use it.
Because as Koski puts it, “People long for a time when being together didn’t require a phone.”
The campaign was delivered by United Imaginations.
