Mercado Libre: The best-seller constitution

Brazilian e-commerce portal Mercado Libre ran a sales stunt to enhance brand perceptions, increase consumer trust and identification and combat negative associations.

Campaign details

Title: The best-seller constitutionBrand: Mercado LibreProduct: Mercado Libre RetailIdea: GUTCountry: Brazil 

Duration of Campaign

Location/Region

Gender

Target audience

Socio-economic Level

Budget

3 months or less

BRAZIL

Non-specific

Other

Low

USD 44,363

Why is this work relevant for Creative Effectiveness?

A perfect example of how a brave idea transforms a brand's negative episode into an act that reinforces its most precious asset: its purpose of guaranteeing progress in society. Far-right groups stole the book that best represents Brazilian democracy: the federal constitution. They put it for sale on Mercado Livre....

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