Heineken, the proud sponsor of the UEFA Champions League, has collaborated with Digitas Peru to create Hein.IA, an intelligent device that takes soccer fandom to a whole new level. What makes Hein.IA truly remarkable is that it is not controlled by advanced technology, but rather by passionate women who have an immense knowledge and love for the beautiful game. These women even serve as the voices behind this unique “device.”

The aim of this initiative was to enhance the experience of Peruvian soccer fans as they eagerly awaited the Inter Milan vs. Manchester City final of the UEFA Champions League. Hein.IA, a clever combination of Heineken’s brand name and the abbreviation for artificial intelligence (IA), was initially introduced through a carefully orchestrated campaign led by Heineken and featured endorsements from technology and soccer experts in Peru. These influential figures, who also happen to be influencers themselves, claimed to be testing the “device” and successfully generated excitement among the public and various sports media outlets.

To the astonishment of the spectators, Hein.IA was not driven by artificial intelligence but rather by soccer-loving women who possessed extensive knowledge of the sport. These passionate individuals not only operated the “device” but also lent their voices to create an authentic and engaging experience for the fans.

Carlos “Charro” Altamirano, VP Creative of Digitas Peru, explained the motive behind the global campaign “Salud por todos los fans” (Health for all the fans):

“The campaign aims to create equal opportunities for everyone to engage in conversations and enjoy soccer. Through global brand research, we discovered that two out of every three women still feel sidelined when they demonstrate their knowledge and passion for the sport. Our goal was to prove that anyone can be a true fan, and what better way to do it than with the only artificial intelligence driven by the real passion of genuine supporters.”

Giuliana Dongo, International Brands Manager of HEINEKEN Peru, emphasized the significance of the campaign:

“With the collaboration of all the participants, the campaign was designed to create a space for reflection and to promote and boost female participation in soccer, within a context of enduring prejudices.”

Fernando Arriola, Managing Director of Digitas Peru, expressed his pride in the project, stating,

“This project was of great importance to the Digitas Peru team, not only because we were able to break prejudices but also because we collaborated with a world-class client like Heineken, which allowed us to leverage the power of our network while working in coordination with the global headquarters of the brand and Le Pub Italia/Amsterdam. We are proud of the world-class quality of this project, and we know it will be the first of many with the brand.”

In this manner, Hein.IA successfully promoted and encouraged female participation in soccer, engaging in discussions about potential match outcomes before the final and reigniting the passion of fans for the sport. This groundbreaking collaboration between Heineken and Digitas Peru exemplifies their commitment to breaking barriers and driving positive change within the realm of soccer fandom.

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