HBO/Max
The Penguin

A VILLAIN TAKES OVER THE BIGGEST E-COMMERCE OF LATAM  

For the launch of the new Batman universe series «The Penguin» on Max, we needed to create a campaign that would generate WOM and increase Max subscriptions through Mercado Libre.

THE IDEA

While Oz Cobb (the Penguin) was taking over Gotham City, we decided that in Latin America, he could also take over the largest e-commerce site in the region to get his message to as many people as possible using unorthodox methods, from sending messages with mobsters to influencers, to taking over the Meli app, product pages, personalized ads, and even creating his own landing page. And like a true mob boss, he also took care of his people, offering a 30% discount on Max subscriptions through Mercado Libre.

RESULTS

100% increase in subscriptions.
+6 million reach in Argentina.
+89% online ad awareness
+80% brand love
+88% purchase intent.