Matterkind · Mercado Libre · Argentina

Mercado Libre and Taggify launch an impressive DOOH campaign at the Obelisco in Buenos Aires

This promotional strategy aimed to raise awareness of Mercado Libre's wide range of real estate, just as the Argentine national team players were returning for the 2026 World Cup qualifiers.

Mercado Libre, the renowned e-commerce platform, used Taggify's DSP platform to launch a digital outdoor advertising (DOOH) campaign in one of Argentina's most iconic locations, the Obelisco in Buenos Aires.

The campaign ran for one hour, from 6 to 7 in the evening, continuously and simultaneously on fifteen strategically placed screens in the Autonomous City of Buenos Aires (CABA). These screens included various formats, from subway access and totems to large LED screens, ensuring optimal visibility in this bustling area.

The campaign's slogan, “Find your home on Mercado Libre inmuebles”, was prominently featured in each ad, accompanied by the names of Argentine national team players and real estate-related phrases. These concise yet impactful messages were presented in contrast to the brand's characteristic yellow background.

The dynamic creatives had a duration of 10 to 15 seconds and mentioned standout players such as Lionel Messi, Julián Álvarez, Ángel Di María, Enzo Fernández, and “Dibu” Emiliano Martínez, establishing a connection between football and the real estate market.

Mercado Libre's real estate category includes sections that allow users to purchase houses, apartments, commercial properties, and land. It also offers rental properties and investment opportunities. Furthermore, it features a platinum real estate section with well-established companies in the industry.

The campaign involved collaboration with the marketing agency Matterkind. Among the key functionalities were location synchronization and real-time screen automation, made possible by Taggify's DSP platform.

You can see a video of the case on our YouTube channel:

With this outdoor advertising strategy, Mercado Libre successfully highlighted its real estate category and made a significant impact on the public in a prominent location in the country. The campaign not only achieved notable awareness but also had a positive effect on the platforms' visibility as a trusted destination for property hunting in Argentina. Once again, demonstrates the effectiveness of DOOH campaigns when executed with creativity and strategic precision.