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Mercado Libre, the Latin American version of ebay, had a problem: Loads of people visited the site, but when it came to making the purchase they preferred doing it in a shop. Buying through a website just felt too new fangled.
Considering that the average lifespan of a website is only 44 days, we felt it was odd that people thought of the 10 year old Mercado LIbre as new and modern. The truth was that it was old. Really old. Or in website years, 2860 years old.
The campaign featured three TV commercials, two institutional spots and one on-ground idea.
Mercado Libre, the Latin American version of ebay, had a problem: Loads of people visited the site, but when it came to making the purchase they preferred doing it in a shop. Buying through a website just felt too new fangled. Considering that the average lifespan of a website is only 44 days, we felt it was odd that people thought of the 10 year old Mercado Libre as new and modern. The truth was that it was old. Really old. Or in website years, 2860 years old.
The campaign featured three TV commercials, two institutional spots and one on-ground idea.