Paraphrasing the famous hit from the 90s, Mercado Pago carries an important message: “It’s time, it’s time, it’s time for your big kids to take care of their own money”. That’s because, thinking about teenagers, over 13 years old, who have a lot of information and connection on social networks with various subjects, including financial ones, Mercado Pago created the Minor Age account.
And, in its first action with Mutato, thinking about the campaign’s target audience, who are responsible for underage young people, one of the brand’s strategies was to connect young people and adults in a natural and emotional way, using a well-known family. of Brazilians: Meneghel. In this context, who stars in the campaign is none other than Sasha, with the aim of naturally connecting teenagers and adults, revamping the famous Xou da Xuxa children’s program.
Iuri Maia, head of branding at Mercado Pago, explains:
“In the 80s and 90s, Xuxa transformed the lives of many Brazilians. Today, these old shorties need to form a new generation and need to speak the same language as these young people in the midst of the transformation we are experiencing. For this, no one is more appropriate than Sasha, as a link to maintain this affective bond between generations, revamping the famous Xou da Xuxa children’s program.”
Thus, the action plan of Mercado Pago, developed in partnership with Mutato, foresees a “revival” of the main attractions of Xuxa that delighted its fans and generated commotion and engagement. This reinterpretation, of course, will bring contemporary and indispensable elements of the daily lives of young people, such as connectivity, interaction and instantaneity.
Alessandra Muccillo, ECD from Mutato, acrescenta:
“This is our first work by Mutato for Mercado Pago, and it has already brought us a huge challenge to present a new service to two generations at the same time. Therefore, the idea of bringing Sasha in a revamped Xou da Xuxa fit like a glove: it was the connection of the current, the self-made, the technological with something playful and even a little naive. And this mixture turned the choreography of the stage into a TikTok dance, beijinho became a Pix and the Paquitas team was formed with a lot of diversity, representing Brazilians very well. It was really cool to relive and rethink that attraction.”
What does the account offer and who can hire it?
Young people between 13 and 17 years old interested in the Minor Age account need to download the Mercado Pago app, follow the step by step with documentation and registration and indicate who will authorize the opening of the account. The requested legal guardian will receive an email and, upon confirmation, will proceed with the process.
The new user of the Minor Account is entitled to the Mercado Pago debit card free of charge and without annual fee, send and receive unlimited Pix, recharge the cell phone, buy gift cards (Xbox, Playstation, Uber, Ifood and others), withdraw at ATMs and the income from money in an account is greater than from savings. In addition, the minor can have the same benefits of Mercado Pontos according to the score of the guardian.
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