Mercado Livre is encouraging customers in Brazil to be more cautious about the data on their discarded packaging — by giving them vouchers.
The first 3,000 purchases made on the ecommerce platform on 15 March will be delivered to customers with a scratch-off address on the packaging, beneath which is a coupon.
The Scratch Your Data campaign, created by GUT, is taking place on Consumer Day in Brazil. It is intended to warn people about how address labels on discarded packaging can reveal information that could be used by scammers. Mercado Livre’s brand strategy director, Iuri Maia, said that the coupon would incentivise consumers to change their habits around packaging.
The scratch-off labels will be accompanied by a social media campaign, which includes an activation on X where coupons will be released when posts reach a set number of comments (this number has not yet been revealed). Mercado Livre has won Grands Prix at The Cannes Lions International Festival of Creativity for the past two years in a row, with work created by GUT.