For this Father’s Day, Magalu hops on the “patrocinio” trend, one of the main topics on social media this time of year, to launch its promotional campaign. With the slogan “Sponsor your father,” the idea is to turn the internet’s good humor into an opportunity to celebrate the date with affection, gifts, and discounts.
“We captured the term ‘patrocinio’ widely used by Brazilians on social media. We bet on the theme ‘Sponsor your father’ because it brings emotion and good humor to our campaign.” says Aline Izo, senior marketing, branding, and communication manager at Magalu. “Moreover, we offer discounts of up to 60% and free shipping to encourage children to repay all the support from their fathers throughout life”
The campaign runs until August 10, Father’s Day Sunday. During this period, consumers find offers with up to 60% OFF on selected items on the website, app, and in nearly 1,250 physical stores throughout Brazil. The assortment of products comes from various categories such as electronics, appliances, personal care, fashion, and decoration.
“Humor is the prevailing language on social media when it comes to talking about parenthood, especially in Brazil. According to estimates from Winnin, contents with this tone already exceed 58 million views and demonstrate the strength of this approach in how fathers are portrayed online,” says Fabio Bronco, head of creation and business at Ogilvy Brazil. “More than just humor, there is a figure that revolves around the caricatured Brazilian father: full of quirks, with very particular habits and a unique way of communicating. That’s why we brought two diverse families in humorous scenes in a colorful shoot to bring this joy and this remarkable vibrancy of the relationship between fathers and children.”
Generating emotions with AI
The Magalu also invests in an interactive and emotional experience with artificial intelligence on WhatsApp, created in partnership with 20DASH. In Lu’s channel, all the client needs to do is start a conversation with Magalu’s virtual influencer and follow the instructions. Based on the photos sent, the AI generates personalized content to honor the bond between parents and children, like an “impossible meeting in time.” The action will take place between August 7 and 10. The proposal combines technology and emotion, awakening nostalgia and creating shareable memories.
“Our artificial intelligence technology will bring together photos of parents and children at the same age, to generate emotional videos of a hug between them and recreate moments of affection that never happened, but touch the heart,” says Daniel Bottas, CCO of 20DASH. “The initiative goes beyond animation, it is personalized content generated by AI and shows how technology can bring generations closer and create memories full of emotion and curiosity in a unique way. Personalizing campaigns through AI is a challenge that Magalu presents to us daily.”
The Father’s Day campaign will also feature a team of over 100 influencers, focusing on institutional and promotional disclosures. Among the names are Matheus Mazzola, Matheus Costa, and Diego Cruz.
