Mercado Pago ft. Sasha Meneghel: Conta só para Grandinhos

Brand
Mercado Pago

Main role
Brand Strategy
Comms Plan

Date
June, 2022

The advertising is part of the campaign for Mercado Pago's new free bank account, which focuses on teenagers aged 13 to 17. Called "Conta só para grandinhos", the campaign encourages the guardians of teenagers to create a Mercado Pago account, with the intention of bringing discussion about finance to younger people.

And, in its first action with Mutato, thinking about the campaign's target audience, who are the guardians of underage youngsters, one of the brand's strategies was to connect youngsters and adults in a natural and emotive way, using a family well known to Brazilians: the Meneghel family. In this context, the star of the campaign is none other than Sasha, with the aim of naturally connecting teenagers and adults, repackaging the famous Xou da Xuxa children's program.