In co-creation with the brand, the duo brought the digital bank’s products and services in a parody of the 90s success
In a combination that brings samba to highlight its main services, Mercado Pago brings a new phase of the “T Junto” campaign, which introduced the digital bank to the public. Starring the brothers Alexandre and Fernando Pires, the collaboration highlights the connection between Mercado Pago and Mercado Livre, emphasizing the message “The Digital Bank with the trust of Mercado Livre”. And who better to represent trust than a duo that has been together on stage and in life?
A success in the 90s, the Pires brothers recently announced the return of Alexandre with the group with the S Pra Contrariar Acustico 2 O ltimo Encontro tour. Together again on stage, the brothers announced the unprecedented partnership with Mercado Pago on the brand’s social networks, which unfolded in a video for open and social TV with a parody of the hit “A Barata”, produced especially by the duo for the digital bank, in partnership with GUT So Paulo, bringing to the hit lyrics the themes: account income, credit and credit cards, in addition to showing digital banking as a complete financial solution.
The return of the Pires brothers activated the affective memory of millions of Brazilians. By combining our brand’s message with this emotion, we are able to get closer to people in a more natural and effective way, comments Iuri Maia, head of branding at Mercado Pago. Connecting emotion with memory allows us to create an experience that helps build greater brand and message recall for the entire Brazilian public. And by doing this together with our brothers, we believe that we will directly bring the trust that we increasingly want to demonstrate between Mercado Livre and Mercado Pago.
“Alexandre and Fernando’s partnership resulted in the biggest hits of the 90s, which are still a success today. We took advantage of the unique opportunity of this duo’s return to reinforce Mercado Pago’s partnership with Mercado Livre, which is also a hit, and not It will take a while for it to be in the palm of every Brazilian’s hand”, says Mariana Albuquerque, Creative Director at GUT So Paulo.
