Heineken is launching a bold new experiment in Finland: a mobile phone plan designed to help people reduce their screen time – ironically, by using their phones. Instead of endless scrolling, the plan – operated by Moi Mobiili – encourages shared experiences and real-world connections. It offers users timely perks and activities that interrupt scrolling with incentives to get up and meet people. According to a recent study on digital media use, as many as 40 percent of Finns say they find it difficult to disconnect from the internet. The world’s first truly social mobile plan will be piloted by influencers.
July 2nd, 2025, Helsinki – Heineken is testing a completely new approach to reducing screen time in Finland. In a world where adults feel increasingly overwhelmed by their social media feeds, Heineken and Moi Mobiili are piloting a mobile plan called HeiMobile — one that not only aims to limit time spent on the phone but actively interrupts it with rewards and activities designed to inspire face-to-face interaction.
Built in partnership with Moi Mobiili, the plan delivers incentives and perks for sports, culture, leisure activities, services, and events. These nudges toward real-life experiences arrive exactly where they’re needed – as messages straight to the user’s phone screen. The mobile plan works with a Moi Mobiili SIM card. It sends SMS messages to make the user aware of the screen time and offers perks that encourage real-life meetups.
“We want to bring genuine presence and joyful moments back into people’s lives because we believe that the best connections are created in real life. This mobile plan is a gentle reminder that stepping away from our screens can lead to more refreshing and meaningful social experiences, and help us feel less overwhelmed by the constant notifications on our phones”, says Pekko Koski, Product Manager for Heineken at the beverage company Hartwall.
The first to try out the new plan will be influencers. Throughout the summer, social media influencer Jaakko Parkkali, rapper Seksikäs Suklaa (Luyeye Konssi), radio host Julianna Jokela and influencer Jere “Sere” Siltala will explore how the plan helps them reduce screen time.
“Working with creators – who are by their nature always online – to highlight the solution may seem ironic, but they too realize it’s about balance and were as eager as us to encourage IRL socializing. So many people feel overwhelmed by the pressure of constant online engagement, so we want to show how easy it can be to take a break from social media”, says Nabil Nasser, Global Head of Heineken.
Less screen time, more quality time
The HeiMobile plan is expected to meet a real need: many Finns want to limit their screen time. According to telecommunications operator DNA’s annual Digital Life survey, 40 percent of Finns say they find it difficult to disconnect from the internet. Among 25–34-year-olds, that figure rises to 57 percent. Another 40 percent report that constant use of digital services affects their ability to concentrate. And more than one in five (22%) have already taken steps to limit their time online or on their phones.
“Moi wants to stay on the pulse of the times and be part of emerging trends, which is why we absolutely wanted to join the experiment,” says Ulla Koivula, Co-founder and Chief Marketing & Digital Sales Officer at Moi Mobiili.
Heineken sees this socially-driven mobile plan as deeply aligned with the brand’s values. After all, Heineken has been promoting real togetherness and good times for over 160 years. The world’s first social mobile plan is part of a larger media campaign of Heineken. With screen time on the rise, Heineken recognises its role to encourage a social reset and show people that socialising with friends and family is the best way to truly disconnect.
“People long for a time when being together didn’t require a phone. As pioneers of mobile technology, we Finns are in part responsible for the global attachment to mobile phones. That’s why we must also offer alternatives. We believe this mobile plan can be a viable way to adopt new habits quickly and bring more social interaction into everyday life permanently,” Koski says.
