This work is significant for the category because it leverages the power of entertainment and connects with consumers on a deep level through the most-watched reality show in the country, Big Brother. We seamlessly integrated into the show, without disrupting the content or audience experience, ultimately benefiting the participants and creating a cultural phenomenon that sparked lively conversations among viewers. Our approach fostered an organic, meaningful connection with the audience that helped elevate the show and create a lasting impression on viewers.

Situation:

Argentina is one of the countries with the highest inflation rates, not only in the region but also in the world. Prices change every day, and people find ways to make their money stretch.

Brief:

Promote Mercado Pago, the number one digital account in the region, on the most watched program of the moment, Big Brother, highlighting any of its main features.

Objectives:

Leverage the success of the program to reach more people and ultimately gain more users.

We needed to find a way to explain Mercado Pago’s investment product in a broad-enough way that most Argentinians would understand.

To do so, we decided to partner up with Big Brother as a platform. Big Brother is the most watched TV show in the last 9 years of Argentinean television. A show with a huge reach that speaks as Argentinians do.

We could’ve just made a traditional ad and it would have fulfilled the brief. But for us it wasn’t enough.

So we found a sweet spot between investing and Big Brother. The prize.

Due to Argentina’s economy the prize was constantly losing value as the competition evolved. But if they invested it in Mercado Pago it would not.

So that’s what we did, and used every opportunity to invite people to invest their money just as Big Brother did.

In the context of the economic crisis, the biggest reality show in the world, Big Brother, returned to television. It was not going to be an exception and was also going to suffer from the same inflation as all Argentinians. Its prize of $15,000,000 was going to lose value day by day while the participants were inside the house. After four months of competition, the winner would receive a devalued prize.

This bleak scenario was a good opportunity to consolidate our partnership with Big Brother and promote Mercado Pago and its feature to invest money with a simple tap, earning interests every day. Using this feature, we invested the $15,000,000 prize, earning interest week by week, making sure that the prize does not lose its value and demonstrating how easy it is to fight against inflation through Mercado Pago.

The campaign ran during the 4 months that Big Brother was on. It’s central idea: invest the show’s final prize in the Mercado Pago App. The evolution of the prize was communicated to the audience as well as the participants by the show’s host every Sunday, in a special section during the galas. It was probably the only information shared between the house and the outside world. It became a very much awaited moment in the show, using simple graphics and a bit of intrigue to reveal how much the prize had increased thanks to the interests of the investment in Mercado Pago. We reached an audience of 30 million people.

​​On weekdays 4 other shows of the

Viacom grid covering Big Brother’s best moments would amplify our message. We

also partnered with entertainment Influencers as well as economy related micro

influencers to broaden the audiences.

The highest peak of investments ever made with a growth of +43.9% vs. the previous period to the campaign.

A growth of +45.5% mentions vs. the previous period to the campaign.

A growth of +244.78% of impressions vs. the previous period to the campaign.

A record of searches for “Investments Mercado Pago”.

And a final prize worth +$4.442.132 argentinian pesos.

PR generated was valued at $1.1M

More mentions of “big brother prize” than in any previous edition of the

show.

28% Traffic Increase to App during show airings

Today, inflation is a global problem. But in Argentina, it's a longstanding issue that has reached its highest peak in the past 30 years. The currency continues to devalue, and prices change daily, which has made it even more challenging for people to make their money stretch. In this context, people have become adept at finding ways to make their money go further, and Mercado Pago has become a go-to tool for many. With its user-friendly features and easy-to-use interface, Mercado Pago has become an invaluable resource for those looking to navigate the economic challenges of Argentina.