Magalu launches “Paitrocine his father”, well-humored Father's Day campaign

For this Father's Day, Magalu takes a ride on the “paitronício”, one of the main social media conversations at this time of year, to air his promotional campaign. With the motto “Paitrocine Seu Pai”, the proposal is to transform the good humor of the internet into an opportunity to celebrate the date with affection, gifts and discounts.

“We capture the term “paitronício” much used by Brazilians on social networks. We bet on the theme “Paitrobocine Seu Pai”, because it brings emotion and good humor to our campaign.” says Aline Izo, Senior Manager of Marketing, Branding and Communication at Magalu. “In addition, we offer discounts of up to 60% and free shipping to encourage children to repay their entire lifelong parental support”

The campaign is active until August 10, Father's Day Sunday. During this period, consumers find offers with up to 60% off on items selected on the website, app and in almost 1,250 physical stores across Brazil. The assortment of products comes from the most diverse categories, such as electronics, appliances, personal care, fashion and decoration. 

“ Humor is the dominant language in social networks when we talk about paternity, especially in Brazil. According to Winnin's estimate, content with this tone already exceeds 58 million views and shows the strength of this approach in the way parents are portrayed online”, says Fabio Bronco, Head of Creation and Business at Ogilvy Brasil. “More than just humor, there is a figure that revolves around the caricatured Brazilian father: full of quirks, with his own customs and a unique way of communicating. That's why we brought two different families in comic scenes in a colorful shooting to bring this joy and this remarkable vibration of the relationship between parents and children”. 

Generating emotions with AI

Magalu also bets on an interactive and emotional experience with artificial intelligence on WhatsApp, created in partnership with 20Dash. On the LU channel, it will be enough for the client to start a conversation with the virtual influencer of Magalu and follow the guidelines. Based on the photos sent, AI generates personalized content to honor the bond between parents and children, as an “impossible encounter in time”. The action will take place between the 7th and 10th of August. The proposal unites technology and emotion, awakening nostalgia and generating shareable memories.

“Our artificial intelligence technology will unite photos of parents and children, at the same age, to generate exciting videos of a hug between them and recreate moments of affection that never happened, but that touch the heart”, says Daniel Bottas, CCO at 20Dash. “ The initiative goes beyond animation, it is a 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. Customizing campaigns through AI is a challenge that Magalu offers us daily.”

The Father's Day campaign will also have a team with more than 100 influencers, focusing on institutional and promotional disclosures. Among the names are Matheus Mazzola, Matheus Costa and Diego Cruz.