Lu, from Magalu, makes first “show of the virtual” break of Brazil during dispute of Brasileirao

Lu, from Magalu, held the first “show of the 100% virtual interval of Brazil during the transmission of the game between Fluminense and Corinthians at RECORD, on Saturday (13). During the action, created by the Magalu Ads team in partnership with Lightfarm Studios and inspired by what happens in the Super Bowl final, the influencer presented in the field of the Maracana stadium a“show of” promotional campaign that had Dell as the main client. To access the offers, viewers only needed to scan the QR Code on the screen. 

“The mission of our Business Solutions area here in Magalu Ads is to unite creativity, customization and speed to deliver results at both ends, both for the advertiser and the final consumer”, says Tatiana Shiroma, account management and Ads operations manager at Magalu. “Transforming the interval into a show, inspired by the great shows of the sport, was a bold move, a creative way to stand out in a space that disputes attention.”

During the show, the main products announced were related to the partnership with Dell, including the Dell Inspiron 15 notebook. In addition, Magalu also presented items with discounts of up to 70% related to the company's e-commerce anniversary campaign and highlighted the assortment variety message of its e-commerce. “A trend, when a product is activated on Brazilian game day in RECORD, is that its sales in Magalu grow about five times more than the average of the seven days prior to the” broadcast, says Shiroma. 

Watch here the “show of” offers: https://www.instagram.com/reel/DOkCvgBAp0C/?igsh=d3p6OGhjN3ZuN2kz

New creative area of Magalu Ads

In the Business Solutions team, Magalu Ads, Raphael Rodrigues is responsible for seasonal commercial solutions and, ahead of creative solutions, is Luana Pecorari, leader of customized projects and campaigns with Lu, Magalu. This is the second project of Magalu Ads, which is directed by Celia Goldstein, led by the new area. The first was an action related to the Day of the Gamer 29th of August -, created in partnership with the agency DRUID and had Intel as the main advertiser. 

Sponsorship of Brasileirao

Magalu is one of the sponsors of the broadcasts of the 2025 Brazilian Championship games at RECORD. The matches are another opportunity for the company to approach the public that consumes football and strengthen its brand positioning throughout the national territory, since teams from various states are having their games displayed by the broadcaster. 

The company is present in all broadcasts made by RECORD on open TV, R7.com and streaming Play Plus. The package includes 38 matches with advertising inserts of the company before the start of the game, during appearances of the scoreboard, escalation, commercial break and other moments. There are also commercial insertions and personalized vignettes in other programs of the station such as Jornal da Record, Fala Brasil, Spectacular Sunday, Today, City Alerta, Sunday Record and General Balance.