Handshake Hunt (case study) - Mercado Libre, Mercado Livre | Clapboard Ad Archive

Mercado Libre’s 2024 Black Friday campaign Handshake Hunt, created by GUT and GUT São Paulo, redefined eCommerce activation in Brazil through an ingenious integration of live television moments with instant digital engagement, leveraging the natural occurrence of handshakes during Globo’s programming as triggers for scannable QR codes offering exclusive discounts. This approach, rooted in a deep understanding of consumer behavior and media synergy, transformed a simple, universal gesture of trust and agreement into a direct transactional prompt, effectively collapsing the distance between brand promise and consumer action in real time. The campaign’s multi-channel execution combined product placement, outdoor, out-of-home, and sales promotions to saturate the market with cohesive brand touchpoints, amplifying reach and reinforcing Mercado Libre’s positioning as Latin America’s leading eCommerce platform. Achieving a staggering 80% year-over-year sales increase on Black Friday and a 39% uplift over the broader campaign period, Handshake Hunt succeeded in not only outperforming competitors in a challenging Brazilian market but also in setting new benchmarks for experiential and digital integration within the delivery services sector. What Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property, this campaign stands apart by emphasizing a singular, distinctive brand interaction that turns broadcast content into immediate shopping opportunities without relying on conventional narrative storytelling or user journey frameworks. The campaign earned the Grand Prix in Media at Cannes Lions 2024 alongside multiple silver and bronze Lions for Experience and Brand Activation, Creative Commerce, and Media, underscoring its creative and strategic excellence. Clapboard rates this campaign 83/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how blending live media moments with interactive technology can create seamless, culturally relevant commerce experiences that elevate brand relevance while driving measurable business growth.