With a 360º media plan, the campaign focuses on digital and includes influencer actions
Mercado Pago launched the “Anyone can earn more” campaign to highlight the company’s potential and illustrate in a fun way that anyone can win, even those who don’t understand anything about finance, like a capybara.
The film created by GUT São Paulo uses relaxed language to highlight the benefits of the digital account. “We want to show how simple and hassle-free it is to have an account at Mercado Pago. The capybara is a fun figure and one that Brazilians have a lot of sympathy for, so she is the representation we chose to carry the message that bringing money to your account Mercado Pago is simple and gives you benefits every day, given the highest daily income in Brazil”, says Nathalia Teixeira, head of branding at Mercado Pago.
“Mercado Pago is the digital bank that, in addition to providing the best financial advantages for all Brazilians, also brought entertainment by placing Brazil’s most beloved animal as the protagonist of its campaign”, says Mari Albuquerque, creative director at GUT São Paul.
The campaign has a 360º media plan, with a focus on digital, with the capybara being visually represented with digital resources, created with the support of artificial intelligence and database images. The amplification of actions takes place with the support of influencers and advertisements will be broadcast on platforms such as Kwai, YouTube, Spotify and on radio.
