{"id":24762,"date":"2024-07-26T11:10:04","date_gmt":"2024-07-26T14:10:04","guid":{"rendered":"https:\/\/alterconteudo.com.br\/estrategiaesg\/?p=24762"},"modified":"2024-07-26T11:10:06","modified_gmt":"2024-07-26T14:10:06","slug":"as-marcas-e-o-marketing-nas-olimpiadas","status":"publish","type":"post","link":"https:\/\/alterconteudo.com.br\/estrategiaesg\/2024\/07\/26\/as-marcas-e-o-marketing-nas-olimpiadas\/","title":{"rendered":"As marcas e o marketing nas Olimp\u00edadas"},"content":{"rendered":"\n<p>Os Jogos Ol\u00edmpicos de Paris come\u00e7aram e, com eles, ganham for\u00e7a e representa\u00e7\u00e3o valores como a excel\u00eancia para alcan\u00e7ar o m\u00e1ximo potencial de desempenho, a amizade que representa a uni\u00e3o e colabora\u00e7\u00e3o entre atletas de diferentes pa\u00edses, e o respeito \u00e0s regras, aos advers\u00e1rios e ao esp\u00edrito esportivo. Associados aos princ\u00edpios ESG, os valores ol\u00edmpicos ganham corpo e alma tamb\u00e9m por meio de campanhas de marketing de marcas patrocinadoras oficiais dos Jogos, em especial.<\/p>\n\n\n\n<p>A campanha&nbsp;<a href=\"http:\/\/clickconteudo.alterconteudo.com.br\/ls\/click?upn=u001.woEd2Gxkv-2FVmHkgwzl74xaiYE9Pv5h70zynfwqTKe5-2F-2Bc7WNC48MjYCaQo2jued4qfO4g-2FgYd6-2BcAbxvUZKvgYZpaHucadL9sSiTl2db0vdWStmAbHA18dTl3F5wR4bLfGTR7eIVJXakgAAGFL3EXxG19u-2Fyj2Idjp7L8WHm-2Fgk-3DHBoG_J-2Bz5uaiTq7ytGMKECRznydcndzag3RlPCJM4CBi3BFTjS1ZckIEe6WYBtwbVo58GnF2Y0vsas6mSoj2LCN-2BSFvEYrSTU0UZLedO34a-2B1Do4xZ5cqazxeD9-2BOR-2F5iyQENfE4sKt7f9VZL0fBN2HSPpeL5Vg8d32Ea1p7Wn237-2B8JPyRgsQLDpm6wNIJ2pA9Fn9WxmcpCJyg7X3DyPH8ebKI1fO3svH-2FH0K7e5JBv-2FVe8INYCtN1gfuecuOsoGcRXYB9Lzss2tUYkhgMUySqAXu289dYB1WJnET73dZcDcjYboqFW7Ftzsc-2BFn88dR16H1gCBmIbFqrdiSJU0a39A5t4lFJD-2BmepEYxtMgLtYDBptrzJDHdOnQ7-2Bi2YoOhf0ZlmrcSGK6872U-2Bepi25sCdRRTZ8EWSSs0BdWsBFUymYZSOAzeyYIVBvIL5XwbrMPPBNHw0aaDBwOtmyOuQk6kRID1SICI9sqFKKybxk9z-2ByKP5Nw8HDtNSekqneVLA3Zn0pYz3oARvnyU04WJEwB7kLsnIrI8Ry9XyfaeDGxOcwIQDgIhJ7TXCwbC4UKze74JN7yn2sTc6QKvq8d8ZAXBHWFMxx-2BgSsfLku0UIT-2FpIPfbl7tSQBU3n5ig6u2mLHk-2BG2UPer5PStLVCiBRIEAB2nQ-3D-3D\" target=\"_blank\" rel=\"noreferrer noopener\">Start Your Impossible<\/a>, da Toyota, por exemplo, faz essa conex\u00e3o de forma inteligente e emocional. Com a mensagem de que nenhuma jornada \u00e9 feita sozinho, a marca traz v\u00eddeos e hist\u00f3rias inspiradoras, e mostra que patrocina mais de 250 atletas ol\u00edmpicos e paral\u00edmpicos em todo o mundo.<\/p>\n\n\n\n<p>J\u00e1 a Coca-Cola \u2013 outra patrocinadora oficial dos Jogos Ol\u00edmpicos de Paris 2024 \u2013 centrou o foco da campanha&nbsp;<a href=\"http:\/\/clickconteudo.alterconteudo.com.br\/ls\/click?upn=u001.woEd2Gxkv-2FVmHkgwzl74xWo7lHPqlnDFFqUxFfkNOLk5dfTa1z8QNxh7PaSlo7rMbIvCumqikGxvBMAuDtbN0Jysy4BcVJSsiuGij-2BqaX4Bxqekn-2FZPaYw1bBbNn3HbxkG5psZP3q3SDALw-2BO0wFxNnHNAtKk41QVjURfTFGOyTLSYnGHqbhXxPIgsNyhV9wPXeoprK28BkjGJq4-2FjKk3jb-2FAddwHI3utNR81RcOUhlrRGBoY6vJIYxBN3rY9573PKvt_J-2Bz5uaiTq7ytGMKECRznydcndzag3RlPCJM4CBi3BFTjS1ZckIEe6WYBtwbVo58GnF2Y0vsas6mSoj2LCN-2BSFvEYrSTU0UZLedO34a-2B1Do4xZ5cqazxeD9-2BOR-2F5iyQENfE4sKt7f9VZL0fBN2HSPpeL5Vg8d32Ea1p7Wn237-2B8JPyRgsQLDpm6wNIJ2pA9Fn9WxmcpCJyg7X3DyPH8ebKI1fO3svH-2FH0K7e5JBv-2FVe8INYCtN1gfuecuOsoGcRXYB9Lzss2tUYkhgMUySqAXu289dYB1WJnET73dZcDcjYboqFW7Ftzsc-2BFn88dR16H1gCBmIbFqrdiSJU0a39A5t4lFJD-2BmepEYxtMgLtYDBptrzJDHdOnQ7-2Bi2YoOhf0ZlmrcSGK6872U-2Bepi25sCdRRTZ8EWSSs0BdWsBFUymYZSOAzeyYIVBvIL5XwbrMPPBNHw0aaDBwOtmyOuQk6kRID1SICI9sqFKKybxk9z-2ByKP5Nw8HDtNSekqneVLA3Zn0FNNpXYtpc1TGXn12ExHUok84BL2bSV-2Byb2F8tmB5cfOuRZcRx23n6jDiRGY37ogr7jJFwiEykhGfHxJmTlhTb6kZUNImGK83-2F8pRKM69mLrxKnvpoYfu1cSs-2B4CGS0jHrSC2De65sKhArlTWB7Awjw-3D-3D\" target=\"_blank\" rel=\"noreferrer noopener\">It\u2019s Magic When the World Comes Together<\/a>&nbsp;na inclus\u00e3o e na uni\u00e3o, destacando a capacidade do esporte de abra\u00e7ar as diferen\u00e7as e conectar as pessoas. O conceito central da campanha multicanal \u00e9 o abra\u00e7o, reconhecido com o gesto mais puro e universal de aceita\u00e7\u00e3o e inclus\u00e3o. Comercialmente, a marca criou&nbsp;<a href=\"http:\/\/clickconteudo.alterconteudo.com.br\/ls\/click?upn=u001.woEd2Gxkv-2FVmHkgwzl74xRDJkss-2FYZQUICsg4MMB00IleIQKAsO-2BajTC3i-2FFjxtDDfKkcamri-2FtBThaMk2YltyVi1Sx5-2F-2B7ru1K1rxPWGBBYL8b0yby31CpDrbOb4I0bsvYqNpuEf8gfO8iL8TmcSGqQGTCcsrM1tv2xSO0GqAsceEfTrhxAKQoN4K6zDoBOq5WPBBeZrwggOi6nrF3-2FZA-3D-3D4dwl_J-2Bz5uaiTq7ytGMKECRznydcndzag3RlPCJM4CBi3BFTjS1ZckIEe6WYBtwbVo58GnF2Y0vsas6mSoj2LCN-2BSFvEYrSTU0UZLedO34a-2B1Do4xZ5cqazxeD9-2BOR-2F5iyQENfE4sKt7f9VZL0fBN2HSPpeL5Vg8d32Ea1p7Wn237-2B8JPyRgsQLDpm6wNIJ2pA9Fn9WxmcpCJyg7X3DyPH8ebKI1fO3svH-2FH0K7e5JBv-2FVe8INYCtN1gfuecuOsoGcRXYB9Lzss2tUYkhgMUySqAXu289dYB1WJnET73dZcDcjYboqFW7Ftzsc-2BFn88dR16H1gCBmIbFqrdiSJU0a39A5t4lFJD-2BmepEYxtMgLtYDBptrzJDHdOnQ7-2Bi2YoOhf0ZlmrcSGK6872U-2Bepi25sCdRRTZ8EWSSs0BdWsBFUymYZSOAzeyYIVBvIL5XwbrMPPBNHw0aaDBwOtmyOuQk6kRID1SICI9sqFKKybxk9z-2ByKP5Nw8HDtNSekqneVLA3Zn0VLO-2Bydar38oJ18WwZ64ETjqlTaFiRdf2WHfmpcJBlfL75mmn0R28RuX30-2BwOUOqvy3l4woQVXP40gCMWGhlEiwC8GqkA7M-2FSsjpg6pTfCRzytKAuFEdZMvhSjKHV8JE7fI-2F-2Bp72ymD2OZvLKYm4n7w-3D-3D\" target=\"_blank\" rel=\"noreferrer noopener\">latas especiais<\/a>&nbsp;que se \u2018abra\u00e7am\u2019.<\/p>\n\n\n\n<p>Com a campanha&nbsp;<a href=\"http:\/\/clickconteudo.alterconteudo.com.br\/ls\/click?upn=u001.woEd2Gxkv-2FVmHkgwzl74xRlSC4sfG9kjcRevlVGeVHpSp6uT2r9OXZAMHsxNucDeHlS7Pg7xh4Odxw20-2F9PHPLoLK-2FBX7WbeJi2H3nVV154RBjLBiyfiUBb1hIob2epBQ-2Fios84vmQ73-2BoZZnJZDGpOnXyu-2FtdXLdaC4YlCMqLP6SjAuTZ4YAdl7L2ovfxVexn1-2FhgbEtWit5wZ2D2n-2FgS9CeVu6QFqelCCQ-2BzqdxU55SdnPvQo9uOwsz0bvxd2EWWSJ2qgwjN-2Fv0i6V1VNxnves6jSTjNAHDXpmqLWR1Iqs5PcIGoutitBG-2Byzfi8KJynPqety6IYZCrJGNEqYDR6jJv9gKtbdLsIyOG37V4pkE-2FwDSA2BRgWDShY3vmJwS1sBLdUVEOVQwRAGxP2NRze-2BzSVRjQqlm6ysnnQCpcqo7vp9g1ODrYGyuQ6wQ6fD0WlmhBU4GDzUDxwwdwFGIIg-3D-3D27lf_J-2Bz5uaiTq7ytGMKECRznydcndzag3RlPCJM4CBi3BFTjS1ZckIEe6WYBtwbVo58GnF2Y0vsas6mSoj2LCN-2BSFvEYrSTU0UZLedO34a-2B1Do4xZ5cqazxeD9-2BOR-2F5iyQENfE4sKt7f9VZL0fBN2HSPpeL5Vg8d32Ea1p7Wn237-2B8JPyRgsQLDpm6wNIJ2pA9Fn9WxmcpCJyg7X3DyPH8ebKI1fO3svH-2FH0K7e5JBv-2FVe8INYCtN1gfuecuOsoGcRXYB9Lzss2tUYkhgMUySqAXu289dYB1WJnET73dZcDcjYboqFW7Ftzsc-2BFn88dR16H1gCBmIbFqrdiSJU0a39A5t4lFJD-2BmepEYxtMgLtYDBptrzJDHdOnQ7-2Bi2YoOhf0ZlmrcSGK6872U-2Bepi25sCdRRTZ8EWSSs0BdWsBFUymYZSOAzeyYIVBvIL5XwbrMPPBNHw0aaDBwOtmyOuQk6kRID1SICI9sqFKKybxk9z-2ByKP5Nw8HDtNSekqneVLA3Zn06GXkEuZDC0YE4bzL2g0DFD-2BDxvDzYS20USZVUEMZdlJ1B3ZAWNyRis1BXs5aeigvRRmeAfR6vqTsDnwk6HNY9m8ulO8-2ByGTC9Tjmh-2Fth4XRRG3Q7bnbdktrXUPJT4GBrAi2Fs6Els3-2F15LlZS-2FrJxg-3D-3D\" target=\"_blank\" rel=\"noreferrer noopener\">The First Effect<\/a>, a Deloitte explora o poder transformador das Olimp\u00edadas e a sua capacidade de abrir caminho para as pr\u00f3ximas gera\u00e7\u00f5es em pautas inclusivas. A primeira mulher a correr pela Ar\u00e1bia Saudita \u00e9 uma hist\u00f3ria que impulsiona o poder das Ol\u00edmpiadas de estimular uma maior participa\u00e7\u00e3o feminina no esporte, por exemplo. A campanha entra tamb\u00e9m na pauta da gera\u00e7\u00e3o de empregos para pessoas com defici\u00eancia e dos refugiados.<\/p>\n\n\n\n<p>Em outra dire\u00e7\u00e3o, a Nike optou por centrar foco no esp\u00edrito competitivo de atletas de alta performance. Com a campanha&nbsp;<a href=\"http:\/\/clickconteudo.alterconteudo.com.br\/ls\/click?upn=u001.woEd2Gxkv-2FVmHkgwzl74xRDJkss-2FYZQUICsg4MMB00LaTbqjsbDkOtVyLjXwXJLH0QyqKNiKJcrhQqIIZldXlMCcdbXoV8wK-2Bb76oY0kNIRCjusqlsI9VbZwl2nTyFan5KiDD1AZbVlfJaXYhvHktnL-2BLyNQW0j7mVZ8QYwhe3VrvYDvVO4u0MwXoMcKBofSfCPpq9czqXE4Yzwejd4pQQ-3D-3Dkp_N_J-2Bz5uaiTq7ytGMKECRznydcndzag3RlPCJM4CBi3BFTjS1ZckIEe6WYBtwbVo58GnF2Y0vsas6mSoj2LCN-2BSFvEYrSTU0UZLedO34a-2B1Do4xZ5cqazxeD9-2BOR-2F5iyQENfE4sKt7f9VZL0fBN2HSPpeL5Vg8d32Ea1p7Wn237-2B8JPyRgsQLDpm6wNIJ2pA9Fn9WxmcpCJyg7X3DyPH8ebKI1fO3svH-2FH0K7e5JBv-2FVe8INYCtN1gfuecuOsoGcRXYB9Lzss2tUYkhgMUySqAXu289dYB1WJnET73dZcDcjYboqFW7Ftzsc-2BFn88dR16H1gCBmIbFqrdiSJU0a39A5t4lFJD-2BmepEYxtMgLtYDBptrzJDHdOnQ7-2Bi2YoOhf0ZlmrcSGK6872U-2Bepi25sCdRRTZ8EWSSs0BdWsBFUymYZSOAzeyYIVBvIL5XwbrMPPBNHw0aaDBwOtmyOuQk6kRID1SICI9sqFKKybxk9z-2ByKP5Nw8HDtNSekqneVLA3Zn0euVHKv2UrNC5QxeUAKi2TWYtSoePWQW07c6JITPNz-2FWlSRE-2FuOKYBRO9ZQv0j0wRlIGVD5mkKCSr0fCgpwgp6mvSy1rLRLP7hHLsPNpdCk5prjB4XMHKIvdsrh0ks6KmOZ0IitDjhqrlh6Lg3pcMhA-3D-3D\" target=\"_blank\" rel=\"noreferrer noopener\">Winning Isn\u2019t for Everyone<\/a>, a marca valoriza o \u2018querer vencer\u2019 e d\u00e1 margem \u00e0 interpreta\u00e7\u00e3o de que isso est\u00e1 acima do esp\u00edrito de competir. Entre os diversos atletas de ponta \u2013 embaixadores da marca \u2013 no v\u00eddeo, um \u00fanico brasileiro: Vini Jr.<\/p>\n\n\n\n<p>\u00c0 margem dos or\u00e7amentos milion\u00e1rios que orbitam os Jogos Ol\u00edmpicos e das grandes marcas patrocinadoras oficiais, a&nbsp;<a href=\"http:\/\/clickconteudo.alterconteudo.com.br\/ls\/click?upn=u001.woEd2Gxkv-2FVmHkgwzl74xa1WYX-2FW7eqQoH7uorQFHyeI6fum0-2Bjr-2F5f-2FQE6A1Z2oGUJrkPxbgzpf-2BNZriwPuq0G6yioGkwxMREP2r8moh1FI-2BXEElQ6AxMOj6WCTobtJPBNKsin2SE-2FVjZNTq40iR-2FJo7KKgtCOE4j0I90KKUQI-3D6wE3_J-2Bz5uaiTq7ytGMKECRznydcndzag3RlPCJM4CBi3BFTjS1ZckIEe6WYBtwbVo58GnF2Y0vsas6mSoj2LCN-2BSFvEYrSTU0UZLedO34a-2B1Do4xZ5cqazxeD9-2BOR-2F5iyQENfE4sKt7f9VZL0fBN2HSPpeL5Vg8d32Ea1p7Wn237-2B8JPyRgsQLDpm6wNIJ2pA9Fn9WxmcpCJyg7X3DyPH8ebKI1fO3svH-2FH0K7e5JBv-2FVe8INYCtN1gfuecuOsoGcRXYB9Lzss2tUYkhgMUySqAXu289dYB1WJnET73dZcDcjYboqFW7Ftzsc-2BFn88dR16H1gCBmIbFqrdiSJU0a39A5t4lFJD-2BmepEYxtMgLtYDBptrzJDHdOnQ7-2Bi2YoOhf0ZlmrcSGK6872U-2Bepi25sCdRRTZ8EWSSs0BdWsBFUymYZSOAzeyYIVBvIL5XwbrMPPBNHw0aaDBwOtmyOuQk6kRID1SICI9sqFKKybxk9z-2ByKP5Nw8HDtNSekqneVLA3Zn0vxZxrTOK45MSZCFxp0u5aK13kK4E3uiIZcz-2BVDLeTA-2BUkA7lo0iFt3y-2Fhmh96n4rR8QNGLJDUNE-2FaCvOjkEJ0V7h6TlQxOgxzT4wL468WhOrRlg7m08E-2FB47F4KiPK3-2BMmQvXt7tfXezA4j-2FljDYwg-3D-3D\" target=\"_blank\" rel=\"noreferrer noopener\">ONG SP Invis\u00edvel<\/a>&nbsp;criou uma campanha super original no Instagram. Atrelada \u00e0s Olimp\u00edadas, a campanha apresenta quatro hist\u00f3rias inspiradoras de moradores em situa\u00e7\u00e3o de rua em S\u00e3o Paulo, que superaram desafios inimagin\u00e1veis e estabeleceram seus pr\u00f3prios &#8220;recordes&#8221; na corrida da vida. Uma sacada muito sagaz que visa estimular as doa\u00e7\u00f5es \u00e0 ONG.<\/p>\n\n\n\n<p>\u00c0 medida que os Jogos Ol\u00edmpicos de Paris 2024 avan\u00e7am ficam mais evidentes os valores de excel\u00eancia, amizade e respeito e a sua conex\u00e3o com princ\u00edpios de inclus\u00e3o, sustentabilidade, transpar\u00eancia e responsabilidade social. Seja por meio de hist\u00f3rias emocionantes de supera\u00e7\u00e3o ou de gestos simples e universais de inclus\u00e3o, as marcas podem explorar essas narrativas, destacando o poder do esporte muito al\u00e9m das competi\u00e7\u00f5es e das medalhas. Mas, da sua capacidade de reunir as diferen\u00e7as, inspirar as mudan\u00e7as e promover um futuro mais justo, inclusivo e sustent\u00e1vel para todos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Os Jogos Ol\u00edmpicos de Paris come\u00e7aram e, com eles, ganham for\u00e7a e representa\u00e7\u00e3o valores como a excel\u00eancia para alcan\u00e7ar o m\u00e1ximo potencial de desempenho, a amizade que representa a uni\u00e3o e colabora\u00e7\u00e3o entre atletas de diferentes pa\u00edses, e o respeito \u00e0s regras, aos advers\u00e1rios e ao esp\u00edrito esportivo. Associados aos princ\u00edpios ESG, os valores ol\u00edmpicos [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":24763,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"cybocfi_hide_featured_image":"","footnotes":""},"categories":[43],"tags":[678,12,27,676,679,21],"class_list":["post-24762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia-esg","tag-campanhas-publicitarias","tag-esg","tag-inclusao","tag-marketing-esportivo","tag-olimpiadas-2024","tag-sustentabilidade"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>As marcas e o marketing nas Olimp\u00edadas - Estrat\u00e9gia ESG<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/alterconteudo.com.br\/estrategiaesg\/2024\/07\/26\/as-marcas-e-o-marketing-nas-olimpiadas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As marcas e o marketing nas Olimp\u00edadas - Estrat\u00e9gia ESG\" \/>\n<meta property=\"og:description\" content=\"Os Jogos Ol\u00edmpicos de Paris come\u00e7aram e, com eles, ganham for\u00e7a e representa\u00e7\u00e3o valores como a excel\u00eancia para alcan\u00e7ar o m\u00e1ximo potencial de desempenho, a amizade que representa a uni\u00e3o e colabora\u00e7\u00e3o entre atletas de diferentes pa\u00edses, e o respeito \u00e0s regras, aos advers\u00e1rios e ao esp\u00edrito esportivo. 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