As of this Tuesday (21), some Vans from Mercado Livre will also start circulating in So Paulo with the blue color of Mercado Pago
New phase of the Mercado Pago campaign, the digital bank that runs along Mercado Livre, signed by GUT So Paulo, the biggest Out of Home campaign in the brand’s history
After changing the color of their websites, new developments emerge that strengthen the strategy of the Mercado Pago campaign, the digital bank that is part of Mercado Livre, reinforcing the synergy between the brands and the businesses.
Now, activations invade the streets: the first one took place last weekend, at Estação da Luz, exactly where the yellow and blue lines meet. The tunnel that connects the CPTM to the subway, in addition to other communication points at the Station, will be painted in blue and yellow in analogy to Mercado Pago, as a digital bank of the Mercado Livre Group.
And as of this Tuesday (21st), some yellow Mercado Livre vans will also be given the blue color of Mercado Pago to circulate around the city of So Paulo. The idea is to convey the idea that Mercado Pago is the bank that has together with Mercado Livre.
The new phase of the campaign was designed to make it tangible in people’s daily lives that Mercado Pago is Grupo Mercado Livre’s digital bank. The strength of MercadoLibre’s offline brand assets is enormous: the experience with fast delivery, a van on the street, the unboxing. With these actions, we seek to connect Mercado Pago with this close relationship as well, says Iuri Maia, Head of Branding at Mercado Pago for Latin America.
On digital, the Mutiro with the tag #TamoJunto, promoted by Gil and Sarah, continues until April 9th, and will release benefits to those who have a Mercado Pago account.
On the streets and on the web, we are going to reinforce even more that Mercado Pago and Mercado Livre are together: the trust, service and agility that you have in one, you find in the other. We will continue to take advantage of the action with the duo Gil and Sarah to highlight the partnership between the brands and, thus, generate even more talkability”, say Juliana Utsch and Sofia Calvit, creative directors of GUT So Paulo, the independent global agency that signs the campaign. .
