Mercado Pago - Ties against growth
360° platform campaign to raise awareness and consideration of the fintech Mercado Pago in Latin America.
Biggest and thriving campaign ever, growing Top of mind by +3pp, awareness of being a digital account, rather than a wallet, by +14pp and consideration by +5pp (avg Brazil, Mexico and Argentina)
Mercado Pago is the N°1 fintech across LATAM, with the mission of promoting financial inclusion, specially for people who do not have access to a bank account, a card or a credit.
Nothing represents the establishment better than Ties, starting with the knot around your neck. Mercado Pago is what enables people to untie themselves and start growing. This was a regional brand platform, with 360° media asset production, a new claim and new brand assets.
The key objective was to drive awareness and raise consideration of Mercado Pago as a digital account, showing the wide variety of products it has to offer.
The insight behind this idea is understanding our users' feelings of discomfort whenever they reach a traditional bank institution and also, grasp what financial growth means to them: buying a house, getting married, paying for their kid's needs. Last, as category leaders in this competitive industry, we start producing financial education content to engage and provide tools for anyone who needs it. At this point, changing our tone of voice to say, in a simple and encouraging way, what may be complicated, was key to success.
