In the journalistic scenario, when a “on duty” interrupts the schedule, one expects news that you need to stay tuned to follow. And it was with this in mind that Mercado Livre developed the concept of its campaign for Black Friday 2022.
With relaxed films and headlines, jargon used by journalists to indicate the announcement of extremely relevant news for their viewers, emphasize the concept of “breaking news” in the campaign. In this case, the presenter Marcos Mion acts as a reporter for daily shifts, in addition to bringing consumers the “Black Relâmpago” moment, with incredible limited-time offers, thousands of discount coupons, fast delivery and free shipping on purchases from R$79.
Cesar HIraoka, marketing director at Mercado Livre, highlights:
“This year we will have a Black Friday unlike any other. That’s why, since October, we’ve been anticipating offering daily offers to our consumers. In this way, they can take advantage of discounts on the largest assortment in Latin America, with fast delivery and Guaranteed Purchase. Our tip for taking advantage of the offers is to stay tuned for calls from our partner Marcos Mion who joined in the fun and will appear as a commentator, reporter and even TV anchor throughout the month to announce the offer shifts.”
Created by the Bullet agency, the campaign started with the Black Friday Warm Up, with incredible offers that have already been announced, using terms from sports journalism so that consumers get in the mood for the soccer world cup, which will take place in November. In addition, the Caldeirão do Mion program will feature fun football dynamics to highlight offers in different categories.
Winner team
Another great personality who enters the field to communicate to Brazilians the advantages and benefits of buying this Black on Mercado Livre is the also digital influencer, sports commentator and streamer Casimiro. Hiraoka highlights:
“Brazilians love football and we seek to warm up the climate of the World Cup in our campaigns through expressions already known in sports journalism, in addition to bringing in our partner Casimiro who will also highlight unmissable offers for his audience throughout the month.”
Aline Noya, CCO of the agency, explains:
“Bullet prepared a creation and production strategy that reflects the Black Friday grandeur of the largest e-commerce in Latin America. There are different turns in communication and more than 100 releases of films and content, with the immediacy and good humor that will highlight this story in the most competitive context of the year for the market.”
In addition to the campaign video on TV, consumers will also be able to follow the actions on the social networks of Mercado Livre and Marcos Mion, with emphasis on content in partnership with a team of influencers who will be the presenter’s correspondents, to bring offers and news from the campaign throughout the month.
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