Initiative, signed by GUT So Paulo, was created to highlight the company’s quick delivery
The first game of the Carioca Championship final, Cariaco, between Flamengo and Nova Igua took place this Saturday (30) and featured something new for both players and viewers, the “Placa Gandula”, provided by Mercado Livre.
Flamengo’s sponsoring company, together with GUT So Paulo, used the field’s advertising boards to replace the game balls. The initiative will also be present in the game that will define the Rio champion, which takes place next Sunday (7).
“Placa Gandula” was created with the aim of creatively reinforcing one of Mercado Livre’s main attributes, fast delivery, and is part of the brand’s broad agenda to connect Brazilians through football.
“We have expanded our presence in sponsorships and activations that deliver an experience and brand narrative connected to activities and areas of interest in people’s lives. The sports and entertainment territory is one of the pillars of this strategy. With this action, we reinforce attributes for consumers as fast delivery, in a creative, innovative and relevant way for an engaged audience passionate about sports”, said Iuri Maia, head of Branding at Mercado Livre.
“The Gandula Board materializes Mercado Livre’s rapid delivery, elevating the traditional field advertising board, which was previously a mere spectator, to the role of an active participant in the spectacle. Mercado Livre’s technology in action, bringing the ball back to the field and contributing to an even more dynamic game”, added Rapha Borges and Rafa de Miranda, Creative Directors at GUT So Paulo.
