Mercado Pago’s investment for the date five times bigger this year, betting on having the biggest Black Friday in the history of the digital bank
Aiming to reinforce its union with the e-commerce Mercado Livre, the digital bank Mercado Pago launches, next Monday, the 30th, a campaign focused on Black Friday starring the artists and brothers Alexandre and Fernando Pires. Created by the Jones agency, the campaign will show how building a successful partnership between brothers works. With more than 10 films online and offline and digital pieces, the public will be impacted with discount coupons between R$35 and R$70 for those who buy and pay on the marketplace using digital banking for the first time or for those who are already Mercado Pago customers with pre-approved credit, apply for a credit card for the first time and pay for purchases at Mercado Livre with your new card.
The synergy of the brands was translated not only into the choice of brothers, but also into elements associated with the marketplace campaign for the date, such as the handshake, the setting and the speeches aimed at the period that busiest retail and which automatically generate connection with Mercado Livre, says Pethra Ferraz, vice president of marketing at Mercado Pago in Amrica Larina. We are betting on the differentiators of our ecosystem and are predicting the biggest Black Friday in the history of Mercado Pago. With this, we increased our investment in marketing by five times for this year.
The creation of the campaign was designed using elements that give a sense of continuity with Mercado Livre’s T na Mo campaign, created by GUT, including sound design, scenography and even gestures, such as shaking hands, which are replicated to emphasize synergy. between brands.
No digital bank has a brother like this. This is what we want to show in the campaign, which also presents the many benefits of buying at Mercado Livre with Mercado Pago on Black Friday. We looked for visual elements that reinforce this fraternal issue between the brands and reinforced the union of two iconic brothers, who are in themselves part of the history of Brazilian music and also the perfect representation of how brotherhood often contributes to growth, says Gabriel Bona , executive creative director at Jones in this action.