Juliana Gonzalez

The Cannes Lions International Festival of Creativity has announced the Grand Prix winners in the Engagement category. We have deep dived in one of them. The GP-winner in the Media category 2024: The "Handshake Hunt" campaign for Mercado Libre by GUT was a winner of the Grand Prix at Cannes Lions for a few key reasons: - Innovation: It cleverly leveraged a common TV element (handshakes) and turned it into a dynamic ad by integrating QR codes that triggered relevant offers. This created a unique and engaging experience for viewers. - Contextual Targeting: The QR codes weren't just random, they offered discounts based on what was happening on screen. This relevancy likely led to higher click-through rates and purchase intent. - Capitalizing on Black Friday: By timing the campaign perfectly for Black Friday, a period of heightened consumer interest in deals, it maximized its impact on sales. Mercado Libre reportedly saw a significant increase in sales during the campaign. - Standing Out in a Crowded Space: Black Friday marketing is typically saturated with ads. "Handshake Hunt" offered a fresh approach that cut through the noise and grabbed viewers' attention. MyTelescope comment: Despite a decline in overall interest in Mercado Libre, the company's online marketplace coupons are gaining popularity in Mexico. This indicates a growing trend among Mexican consumers to seek out discounts and deals when shopping online. Reach out to us for more details.

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