Ao for e-commerce was developed by GUT So Paulo
Last Monday (13), an audible warning rang at the BBB 23 house. It was another action by Mercado Livre in reality. During the Pool Party, several boxes, with different gifts, were delivered.
The brand’s link with consumers was able to check out the brothers and sisters’ products on the Mercado Livre e-commerce site. Thas Souza Nicolau, director of branding Latam at Mercado Livre, says that the idea is to show the diversity of products.
However, the action created by GUT SP was not restricted to the Big Brother Brasil house. The brand took the Pool Party to the Environmental Park of Praia de Ramos Carlos de Oliveira Dicr, Piscino de Ramos, in the north zone of Rio de Janeiro.
A van from Mercado Livre distributed gifts that completed the fun for the Piscino’s visitors.
With this action, the audience that followed the brothers and sisters’ party on TV was able to get into the lively atmosphere with us and live an experience that was just as fun. In addition to democratizing commerce, we want to democratize entertainment, said Thas Souza Nicolau, director of branding Latam at Mercado Livre.
GUT SP’s creative director, Rapha Borges, said that the brothers’ pool party featured a plot on social networks and in real life outside the House. He also said that the idea was to provoke Mercado Livre followers about what could not be missing from a party.
“Influencers from our squad also jumped into the water, this Monday, with the same items that those confined received at the BBB, boosting the hashtags of the action”, said the creative.
sponsorship
Mercado Livre was one of the last sponsors to join the program’s advertising team. E-commerce replaced Americanas, which withdrew from sponsoring the BBB 23 after the financial crisis.
Americanas, which had renewed its partnership with the broadcaster, was in the Big quota, whose list value is BRL 105 million.