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Orientador(es)
Resumo(s)
As constantes transformações que a sociedade tem vindo a sofrer, tem-na tornado mais
exigente, obrigando a uma nova forma de estar no mundo. Uma das transformações que
parece estar a desafiar a mudança de valores, atitudes, ideias e comportamentos nas
Organizações é o aumento e a consciencialização para as práticas de responsabilidade social.
Nesse sentido, as Organizações têm procurado adaptar a sua estratégia de comunicação e
negócio à dimensão social e humana, aplicando nos seus projetos novas formas de comunicar
com as pessoas.
A área do Marketing e Publicidade não é exceção, pelo que as campanhas e ações que apelam
a causas de cariz social têm sido uma aposta forte na comunicação e ativação das marcas.
Mais do que uma boa ideia que impacte o público, as marcas têm procurado interagir com
os consumidores proporcionando-lhes uma experiência e ligação emocional no imediato.
Nessa interação, é possível fazer-se ativação de marca associando-a a uma causa especifica.
Os eventos são um exemplo de que é possível criar visibilidade às marcas enquanto estas
contribuem para uma sociedade mais justa e mais responsável.
Este relatório tem como base um estágio realizado na Agência Pitch. Reunindo os
conhecimentos necessários, bem como os principais conceitos relevantes ao estudo –
Responsabilidade Social e Ativação de Marca – o trabalho centrou-se na preparação de um
evento de música com responsabilidade social. Procurou responder à pergunta: “em que
medida é que a comunicação durante a preparação de um evento de Responsabilidade Social
pode ser determinante para a Ativação de Marcas?”, tendo em conta que quanto melhor for
feita a essa comunicação, maior probabilidade e viabilidade existe de as marcas aderirem a
um evento.
The constant transformations that society has been undergoing have made it more demanding, obliging a new way of living in the world. The one transformation that is defying a change of values, attitudes, ideas and behaviour in Organizations is the increase and awareness of social responsibility practices. For that matter, Organizations have sought to adapt their communication and business strategy to the social and human dimension, applying in their projects new ways of communicating with people. Marketing and Publicity is no exception, as campaigns that appeal the social matters have been a strong bet in brand communication and activation. Brands have been looking for interaction with the consumer by offering an experience and a direct emotional connection, rather than delivering a good idea for public impact. In this interaction it is possible to make a brand activation associating it to a specific cause. Events are an example that it is possible to create brand visibility while these contribute to a more responsible and just society. This report is based on an internship in Pitch agency. Gathering the necessary knowledge as well as the main relevant concepts to the study - Social Responsibility and Brand Activationthe job focused on a music event preparation with social responsibility. It sought to an answer to the question: “to what extent can communication during a Social Responsibility event preparation be determinant for Brand Activation?”, considering that the better communication made, bigger is the probability and viability of brands joining an event.
The constant transformations that society has been undergoing have made it more demanding, obliging a new way of living in the world. The one transformation that is defying a change of values, attitudes, ideas and behaviour in Organizations is the increase and awareness of social responsibility practices. For that matter, Organizations have sought to adapt their communication and business strategy to the social and human dimension, applying in their projects new ways of communicating with people. Marketing and Publicity is no exception, as campaigns that appeal the social matters have been a strong bet in brand communication and activation. Brands have been looking for interaction with the consumer by offering an experience and a direct emotional connection, rather than delivering a good idea for public impact. In this interaction it is possible to make a brand activation associating it to a specific cause. Events are an example that it is possible to create brand visibility while these contribute to a more responsible and just society. This report is based on an internship in Pitch agency. Gathering the necessary knowledge as well as the main relevant concepts to the study - Social Responsibility and Brand Activationthe job focused on a music event preparation with social responsibility. It sought to an answer to the question: “to what extent can communication during a Social Responsibility event preparation be determinant for Brand Activation?”, considering that the better communication made, bigger is the probability and viability of brands joining an event.
Descrição
Palavras-chave
Responsabilidade social Comunicação Marketing Ativação de marca Eventos Social responsability Communication Marketing Brand ativation Events