HMD Global, the Finnish company that owns the commercial use of Nokia smartphones, is capitalizing on nostalgia with new collaborations. After teaming up with Mattel to create a Barbie-themed flip phone, the company has now partnered with Heineken and creative agency Bodega to launch the “Boring Phone”. This translucent flip phone eschews apps for a retro vibe that encourages connecting with friends over a cold beer.
The “Boring Phone” features a 2.8-inch QVGA internal screen, a 1.77-inch external screen, a 0.3-megapixel camera, and a 3.5mm headphone jack. It supports telephony and messaging on 2G, 3G, and 4G networks. Interestingly, this phone will not be available for sale. HMD and Heineken are distributing it exclusively through social media competitions in the UK, with plans to expand to other markets later this year. Only 5,000 units of the “Boring Phone” will be produced.
Additionally, for those who do not win the phone, an app that “makes smartphones boring” will be available from June. This unique promotion is part of HMD Global’s strategy to engage with consumers in a fun and creative way. The company continues to push boundaries and explore new concepts in the evolving smartphone market.