MELI celebrated Paredes’ return to Boca with Beeyond

Mercado Libre joined in on the wave of emotions felt by Boca Juniors fans as Leandro Paredes returned to the club with a DOOH campaign. Rather than just making an announcement, the brand chose to be part of the moment. While radio and TV broadcast the news, the street screens aligned with the fans’ emotions and delivered the final blow. Because in football, as in marketing, what matters is being where the heart beats.

A grand entrance

This wasn’t just another campaign. The Argentine national team midfielder’s welcome was an all-day experience—before and after the match. The action was present every step of the way, from the nervous walk to a packed Bombonera (with billboards and PPLs) to the journey back home.

Together with Beeyond, Mercado Libre nailed it. It didn’t just reach fans—it became part of the club’s history, with a clear and direct message that connected the idol to the brand:
"Another one who gets everywhere on time."

The strategy demonstrated the power of being in the right place at the right time, and how DOOH has the unmatched ability to be where things happen, with the speed offered by digital environments.