Co-created based on data intelligence, the T na Mo campaign goes live today throughout the programming of TV Globo, GNT and Multishow
Mercado Livre and Globo, two leaders in innovation in their segments, joined forces this Black Friday to co-create the unique T na Mo campaign, which takes place between October 16th and November 30th. The proposal is simple: mechanical, never done before, it allows handshakes throughout the entertainment programming of Globo channels (TV Globo, GNT and Multishow) to make discount coupons available to viewers.
Mercado Livre’s traditional handshake was the starting point for choosing the name of the campaign: T na Mo, which refers to the e-commerce logo. According to the GUT Agency, responsible for creating and developing the campaign, this Black Friday, Mercado Livre uses the strength of its own brand to offer discounts, literally, on handshakes, in addition to reinforcing the speed and ease of making purchases. business through the platform.
For Mercado Livre, the expectation is that this will be the biggest Black Friday in history, investing 50% more on average and 137% in discount coupons compared to 2022. Up to 70% discounts will be offered on thousands of products in categories of fashion and beauty, sports, supermarket, home and decoration, among others.
We know that Black Friday is one of the most anticipated dates for consumers. That’s why we, leaders of e-commerce in Brazil and Latin America, joined Globo to use technology to our advantage and offer an unprecedented experience to our audiences. We are investing heavily in innovation and creativity to make this Black the biggest and best in history, explains Thais Souza Nicolau, Latam branding director at Mercado Livre.
Invasion of Mion in the schedule
The T na Mo campaign was developed through data intelligence, which managed to unite Mercado Livre’s greatest expertise, such as the shopping experience, product assortment and fast and safe delivery, with Globo’s communication power. Based on the analysis and connection of data from viewer and customer profiles, the campaign will offer discount coupons according to the channel’s programming and potential consumer preferences.
To amplify the T na Mo campaign and make the messages reach even closer to the public, the action also includes the Mercado Livre ambassador, Marcos Mion, who will make special appearances in Globo programs. On October 16th, the launch of the campaign, Mion invaded the channel’s entertainment programs, such as Encontro and Mais Voc. In addition, the campaign also included a special activation during the interval of Jornal Nacional and an action on the 9pm soap opera, Terra e Paixo, continuing during the interval in a contextualized way. There is also the already confirmed participation in Vem que Tem, Mercado Livre’s first time as a sponsor of TV Globo’s special Black Friday program.
We designed a completely customized project for Mercado Livre, in which the handshake gesture, which represents the logo, the heart of the brand, becomes a brand placement, creating a new consumer circumstance for the audience. And, more than that, it delivers results in both awareness and conversion, declares Cludio Paim, director of Advertising Products in Channels at Globo. There will be more than 72 actions in the content, 540 insertions in the commercial break, and with broad support from our digital assets, such as Globoplay, further expanding the reach, with the advantages of segmentation and data intelligence, concludes the executive.
