Mercado Libre thought outside the box: it took over Globo’s programming and turned handshakes into hidden discounts. The result? Its most successful Black Friday ever.
Every Black Friday it's the same: advertisers fighting over who can shout the loudest in the commercial breaks. Mercado Libre decided to innovate. Instead of competing in the breaks, the brand dominated the programming of Globo, the second largest television channel in the world, turning handshakes into discounts. Handshakes, symbols of good business and, not by chance, the Mercado Livre logo. The hunt for handshakes took over the country and the result couldn't have been any different: the biggest Black Friday in the brand's history.