Brand acquired inventory from Eletromidia, JCDecaux and Clear Channel to simultaneously broadcast ads in five capitals
Mercado Livre has prepared the ‘yellow wave’ action that will include 2.5 thousand out-of-home screens in five capitals that will simultaneously display, for one hour, pieces from the ‘Tá na Sua Mão’ campaign with exclusive discount coupons for purchase on the marketplace. The action will take place in Fortaleza, Recife, Rio de Janeiro, Salvador and São Paulo.
Discount coupons will be available at street clocks, passenger shelters and newsstands. The action will use the inventory of the companies Eletromidia, JCDecaux and Clear Channel to simultaneously serve ads.
“Our unprecedented action of painting Brazil yellow this Black Friday symbolizes the relevance of Mercado Livre not only digitally, but also physically, getting even closer to the consumer. Using OOH activations, we want to make a greater connection between the physical and digital, reinforcing that Mercado Livre is the channel where Brazilians can find what they are looking for, wherever they are”, says Cesar Hiraoka, marketing director at Mercado Livre.
In addition, the brand will also ‘invade’ TV Globo’s national programming with several insertions from the ‘Tá na Sua Mão’ campaign. In the morning, Marcos Mion will make appearances during ‘Mais Você’ and ‘Encontro’ with announcements of offers. At night, plays will be broadcast during breaks from ‘Jornal Nacional’ and the soap opera ‘Mania de Você’. The brand will also be present in this year’s edition of ‘Vem Que Tem’, with exclusive Mercado Pago coupons. Actress and influencer Maisa will also star in plays alongside Mion.
