Inflation Proof Prize

We needed to find a way to explain Mercado Pago’s investment feature in a broad-enough way that most Argentinians would understand. To do so, we decided to use Big Brother show as a platform. A show with a huge reach that speaks as Argentinians do. So, instead of doing a traditional partnership in which the brand would be one more sponsor in the show, we found a sweet spot between investing and Big Brother: Its prize. Due to Argentina’s economy the prize was constantly losing value as the 4 months of competition evolved. But if they invested it in Mercado Pago it would not.