HMD Global, the company that owns the commercial use of Nokia smartphones of yesterday and today, seems determined to ride the nostalgia effect. After announcing a collaboration with Mattel earlier this year to create a Barbie-themed flip phone, the Finnish company is now collaborating with Heineken and creative agency Bodega on a new project: the “Boring Phone”. This is a translucent flip phone that stands out for its lack of apps, instead focusing on a retro vibe that invites you to connect with friends over a cold beer.
It features a 2.8-inch QVGA internal screen and a 1.77-inch external screen, a 0.3-megapixel camera, and a 3.5mm headphone jack. It supports telephony and sending messages via 2G, 3G and 4G networks. The peculiarity of this phone is that it will not be available for sale. HMD and Heineken have chosen to distribute it exclusively via social media competitions in the UK, with plans to roll out the initiative to other markets later in the year. In total, only 5,000 “Boring Phones” will be produced. The promotion doesn't stop here: for those who don't manage to win the phone, an app that “makes smartphones boring” will be available from June.
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