Hein.IA, la acción de Digitas Perú y Heineken para combatir los sesgos de género en el fútbol

Con el objetivo de vivenciar la final de la UEFA Champions League, Digitas Perú y su principal patrocinador lanzaron el primer dispositivo inteligente especializado en fútbol llamado “Hein.IA”con la capacidad de responder las consultas de los aficionados peruanos a puertas del Inter de Milán vs. Manchester City.

Hein.IAdenominada así por la combinación entre el nombre de la marca y las siglas para nombrar a una inteligencia artificial (IA), en un principio se dio a conocer como una novedad a través de una difusión propiciada por Heineken y a voces de especialistas en tecnología y fútbol en Perú. Estos expertos, también influencers, mencionaron encontrarse probando el “dispositivo” y lograron generar expectativas en el público y en muchos medios deportivos.

Para asombro de los espectadores, Hein.IA no era gestionado por una inteligencia artificial, sino más bien por mujeres apasionadas por el fútbol y con un amplio conocimiento de este, quienes incluso eran la voz del “dispositivo”.

“La campaña global “Salud por todos los fans” busca darle el mismo espacio a todas las personas en la conversación y disfrute del fútbol. A través de investigaciones globales de la marca, se halló que 2 de cada 3  mujeres se siguen sintiendo relegadas cuando demuestran su conocimiento y amor por este deporte. Nos propusimos demostrar que cualquier persona puede ser un verdadero fan y qué mejor haciéndole con la única inteligencia artificial impulsada por la pasión de hinchas reales”, comentó Carlos “Charro” Altamirano, VP Creativo de Digitas Perú.

Por su parte la gerente de marcas internacionales de HEINEKEN Perú, Giuliana Dongo, destacó “Con la complicidad de los participantes de la campaña, todo estuvo planificado para lograr un espacio de reflexión. Así como para promover e impulsar la participación femenina en el fútbol, en un contexto de prejuicios que perduran localmente”.

Este proyecto fue muy importante para el equipo de Digitas Perú, no sólo porque logramos romper prejuicios, sino porque trabajamos junto a un cliente de talla mundial como Heineken que nos permitió utilizar todo el poder de la red, trabajando en coordinación con los HQ globales de la marca y Le Pub Italia/Amsterdam. Estamos orgullosos, es un proyecto con calidad world-class y sabemos que será el primero de muchos con la marca” finalizó Fernando Arriola, Managing Director de Digitas Perú

De esta forma, Hein.IA logrópromover e impulsar la participación femenina en el fútbol, discutiendo sobre los potenciales resultados previo a la final del partido y sobre todo, refrescando la pasión de los hinchas por el deporte.

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