Heineken • Heineken H*AI
2024 • Alcoholic drinks - beer • China • Asia
Heineken did 'H-AI' campaign using AI Intelligence twist to empower female football fans.
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The bigidea of the Heineken "H*AI" campaign was to challenge and dismantle entrenched stereotypes in the fan community, particularly regarding female football fans in China, by introducing H*AI, an AI Intelligence that was later revealed to be powered by knowledgeable female football aficionados, the campaign aimed to showcase that women can be just as passionate and informed about football as male fans.
Through this innovative approach, Heineken sought to promote inclusivity and celebrate all football fans, regardless of gender, while increasing its association with football among female audiences.
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The challenge of the "H*AI" campaign by Heineken was to dismantle entrenched stereotypes in the fan community in China, specifically the perception that female football fans are not as knowledgeable or genuine as male fans. The goal was to show that women can be equally passionate and informed about football, while also promoting Heineken as an inclusive brand that celebrates all football fans regardless of gender.
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The target group of the Heineken "H*AI" campaign was female football fans in China, with a specific focus on challenging stereotypes and biases surrounding their knowledge and passion for the sport. The campaign aimed to celebrate and empower female fans, as well as to promote inclusivity and gender equality within the football fan community in China.
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The "H*AI" campaign by Heineken in 2023 successfully captured widespread attention and resonated deeply with female football fans in China. The campaign garnered 77 million social media impressions, sparking 182,000 discussions about football equality. It also generated 1.99 billion earned impressions.
Notably, the campaign boosted Heineken's association with football among women by 14% and reached a new high of 93% in football association among females, surpassing male demographics.
Overall, the campaign effectively challenged long-held biases and stereotypes, showcasing that women can be just as passionate and knowledgeable about football as male fans.
