Mercado Livre, leader in e-commerce and financial services in Latin America, launched its Black Friday campaign in advance, in October, focusing on the motto “It’s in your hand”. The campaign, which features actress and presenter Maisa and presenter Marcos Mion as protagonists, maintains the creative concept “Tá na minha”, developed by GUT last year. In this edition, the message emphasizes that the decision to have the best Black Friday in history is in the hands of the consumer.
This year’s action promises super discounts, coupons applicable to the final price and will last for 43 days, with offers of up to 70%, products starting at R$29.00, free shipping through Meli+ and R$40 million in coupons. The campaign will have a broad presence on digital, TV, social media and OOH.
“Maisa is a celebrity that reaches a wide and diverse audience, in addition to having a solid build of credibility and engagement with young audiences, which is strategically on our radar”, says Iuri Maia, director of brand strategy at Mercado Livre. “Alongside Mion, she will mix our messages and help consumers have another successful Black Friday.”
Maisa also comments on her participation in the campaign: “I love becoming partners with brands that are part of my life, and Mercado Livre was no different. I’m very happy to represent such a big campaign and connect with an audience that has everything to do with me.”
“Creativity and courage also require consistency and we are proud to build, together with Mercado Livre, a perennial message for this important date for the brand”, adds Alessandra Visintainer, managing director of GUT.
The campaign began on October 21st, with Mion appearing by surprise on the programs “Mais Você” and “Encontro”, releasing discount coupons by shaking hands with the presenters, in reference to the “Tá na minha” concept.
