Mercado Libre
/ 01
/Overview
/ Problem
As one of the giants in e-commerce, Mercado Libre sought to transform the package reception experience into something more than just opening a box. They wanted to find an innovative way to add value to their deliveries and create a unique emotional connection with their customers, thereby elevating their brand in consumers' minds.
/ Challenge
The challenge was to transform the unboxing process into an artistic and memorable experience. Additionally, they needed to integrate emerging technologies such as augmented reality (AR) and non-fungible tokens (NFTs) to offer something truly unique to their users.
/ Solution
The idea of "Track Art" emerged. By incorporating QR codes into Mercado Libre boxes, customers could scan them to unlock an augmented reality experience. Upon accessing their location, users could view a 3D animation of the exact route their package took to reach them. Additionally, a unique collaboration was introduced: users could choose to turn this route into an NFT illustration, creating a one-of-a-kind digital artwork based on their own delivery.
To generate interest, influencers were involved in creating their own NFTs with this idea, sparking excitement and curiosity on social media. Limiting the NFT pieces to 100 added an element of exclusivity and scarcity, increasing the perceived value of each digital artwork.