Mercado Livre, Latin America’s largest online retailer, is renowned for its swift delivery services. Now, the e-commerce giant is channeling its efficiency and innovation into an unexpected arena: the soccer field. Teaming up with creative agency GUT São Paulo, Mercado Livre has introduced “Ballboards” – a groundbreaking concept that merges technology, advertising, and the fervor of Brazilian soccer to enhance the game experience for fans.
The initiative involves transforming billboards at the iconic Maracanã Stadium into dynamic tools that assist ball boys in swiftly retrieving and returning the ball to play. By minimizing interruptions and expediting the game pace, “Ballboards” aims to address the challenge of prolonged ball retrieval times, thereby enhancing game fluidity.
Launched during Brazil’s league finals, known as the ‘Cariocão,’ the campaign was inspired by FIFA’s finding that the average duration of ball play in Brazil lags six minutes behind the global average. Through “Ballboards,” Mercado Livre sought to optimize game flow by ensuring quicker ball delivery to players, particularly during corner kicks. The results were impressive, with balls being delivered to players arriving at corner kicks an average of 5 seconds faster, effectively streamlining the game’s rhythm.
Iuri Maia, Head of Branding at Mercado Livre, emphasized the campaign’s alignment with the brand’s commitment to delivering exceptional experiences that resonate with consumers’ passions. By showcasing attributes like fast shipping in a creative and relevant manner, Mercado Livre aims to deepen its connection with soccer enthusiasts, who are renowned for their unwavering passion for the sport.
Bruno Brux, Chief Creative Officer at GUT São Paulo, highlighted the innovative nature of the “Ballboards” concept, which reimagines traditional advertising billboards as active participants in the game. This groundbreaking initiative not only elevates the spectator experience but also sets a new standard for game dynamics worldwide, demonstrating the transformative power of creativity in sports marketing.
As Mercado Livre commemorates its 25th anniversary, the “Ballboards” campaign represents a testament to the brand’s ongoing commitment to innovation and consumer engagement. Additionally, in collaboration with GUT Mexico City, Mercado Libre recently launched its “Little Boxes” campaign, celebrating 25 years of delivering exceptional service and experiences throughout the LATAM region.
With “Ballboards,” Mercado Livre continues to push boundaries, leveraging its expertise in technology and advertising to redefine the fan experience and leave a lasting impact on the world of sports.
