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Marcas E Arte Urbana Apropriação De Street Art Em Estratégias De Marketing MARCAS E ARTE URBANA APROPRIAÇÃO DE STREET ART EM ESTRATÉGIAS DE MARKETING Ângela Mota Projecto de Mestrado em Gestão de Mercados de Arte Orientador(a): Prof. Doutor Eduardo Correia, Prof. Auxiliar, ISCTE Business School, Departamento de Ciências de Gestão Co-orientador(a): Dr. Lígia Ferro, Investigadora CIES-ISCTE-IUL Outubro 2009 Marcas e Arte Urbana: Apropriação de Street Art em Estratégias de Marketing Agradecimentos Gostava de agradecer a todos os que contribuiram, directa ou indirectamente, para a concretização deste projecto. Quero agradecer aos meus orientadores, Dr. Eduardo Correia e Dra. Lígia Ferro, por todo o apoio, partilha de conhecimentos e orientação durante todo o processo de trabalho. De igual modo, agradeço às agências de publicidade Leo Burnett, McCann Erickson, DDB Lisboa, Next Portugal e Tempo OMD e aos entrevistados Inês Almeida, Fernando Garcia, Rodrigo Almeida, Miguel Nóbrega e Cristina Marques, pela disponibilidade e atenção dispendida com este trabalho. Foram todos muito amáveis e atenciosos. A todos os inquiridos do estudo de mercado, o meu muito obrigado, sem vocês este projecto estaria incompleto. Acima de tudo, quero agradecer ao Filipe, pela ajuda, apoio, sinceridade e paciência. Sem ti, esta tese não existiria! À minha família e amigos, obrigado por tudo, destacando com carinho a minha mãe e irmã, assim como a Sónia e a Diana, que me ajudaram a ultrapassar os obstáculos e a sorrir perante as dificuldades. Às minhas colegas de curso, Alexandra Serôdio, Laia Cuxart e Inês Freitas, quero agradecer toda a ajuda e incentivo. Para todos os que estiveram lá para mim, muito obrigado! Yara e Rafael, este trabalho é para vocês. 2 Marcas e Arte Urbana: Apropriação de Street Art em Estratégias de Marketing Índice Agradecimentos ................................................................................................................ 2 Índice ................................................................................................................................ 3 Índice de Figuras .............................................................................................................. 4 Sumário ............................................................................................................................. 6 Abstract ............................................................................................................................. 7 Dicionário de Expressões ................................................................................................. 8 0. Introdução ................................................................................................................... 10 0.1 Finalidades e objectivos da investigação .............................................................. 11 1. Do Black Book à Master Piece: Enquadramento histórico da Arte Urbana ............... 15 2. Teorias de Marketing Aplicadas ................................................................................. 25 3. Contextualização das Marcas e Campanhas ............................................................... 35 4. O que querem as marcas? - Comparação e análise crítica do trabalho de campo ...... 49 4.1 Motivações ............................................................................................................ 51 4.2 Impacto ................................................................................................................. 59 5. O que se passa na mente dos consumidores? - Análise dos resultados do estudo de mercado .......................................................................................................................... 65 6. Conclusão ................................................................................................................... 79 Bibliografia ..................................................................................................................... 82 Anexos ............................................................................................................................ 85 Guia para Entrevista ....................................................................................................... 86 Inquérito para estudos de mercado (Documento Word) ................................................. 87 Inquérito para estudos de mercado (Plataforma Virtual) .............................................. 100 Gráficos ........................................................................................................................ 103 3 Marcas e Arte Urbana: Apropriação de Street Art em Estratégias de Marketing Índice de Figuras Figura 1 - Graffiti pintado em carruagens de comboio, 1978, Nova Iorque, EUA. ................... 16 Figura 2 - Sketch book ou livro de esboços de graffiti ................................................................ 18 Figura 3 - Revista Mass Appeal, especializada em graffiti e hip-hop ......................................... 20 Figura 4 - Stencil The Lovers, autoria de Banksy ....................................................................... 21 Figura 5 - Conjunto de stickers, imagem publicitária à Expo Stikers 2008 em São Paulo, Brasil ..................................................................................................................................................... 22 Figura 6 - Poster-bomber da Revista australiana Is Not Magazine, Melbourne, Austrália ......... 22 Figura 7 - Instalação urbana de papel maché, Nick Georgius, Tucson, EUA ............................. 23 Figura 8 - A Vitrine, instalação urbana em croché e tecelagem, Joana Vasconcelos para o Projecto Art Building, Lisboa, Portugal ...................................................................................... 23 Figura 9 - “El Ritual” Pampero - degustação do rum .................................................................. 35 Figura 10 - Stencil de Dolk, Travessa da Conceição à Glória, 26, Lisboa (http://www.museuefemero.com/pt) ........................................................................................... 36 Figura 11 - Mapa do Museu Efémero relativo ao Bairro Alto .................................................... 37 Figura 12 - Imagem de Lançamento do Opel Corsa em Portugal, Campanha C’mon ................ 39 Figura 13 - Outdoor Campanha C’mon, Cais do Sodré, Lisboa .................................................. 39 Figura 14- Mupi Campanha C'mon, NorteShopping, Matosinhos .............................................. 40 Figura 15- Mupi Campanha C'mon, Aeroporto de Lisboa .......................................................... 40 Figura 16 - Outdoor Campanha C'mon, Lisboa .......................................................................... 40 Figura 17 - Outdoor Campanha Nissan Qashqai ......................................................................... 42 Figura 18 - Outdoor Campanha Nissan Qashqai ......................................................................... 42 Figura 19 - Outdoor Campanha Nissan Qashqai ......................................................................... 42 Figura 20- Logos adidas, 1975 e 1996 ....................................................................................... 44 Figura 21 - Sapatilhas adidas, design de Celebration e Rime ..................................................... 45 Figura 22 - Outdoors adidas ‘Adicolor’ ...................................................................................... 45 4 Marcas e Arte Urbana: Apropriação de Street Art em Estratégias de Marketing Figura 23 - Sapatilhas Nike 'Graffiti' .......................................................................................... 48 Figura 24 - Mochila e Saco Nike com elementos de graffiti, Wallpaper Nike 'Graffiti' ............ 48 Figura 25- Gráfico 1 .................................................................................................................... 68 Figura 26- Gráfico 2 .................................................................................................................... 69 Figura 27 - Gráfico 4.1 ................................................................................................................ 69 Figura 28 - Gráfico 4.2 ................................................................................................................ 70 Figura 29 - Gráfico 4.3 ................................................................................................................ 70 Figura 30 - Gráfico 4.4 ................................................................................................................ 71 Figura 31 - Gráfico 4.5 ................................................................................................................ 71 Figura 32 - Gráfico 5.1 ................................................................................................................ 72 Figura 33 - Gráfico 5.2 ................................................................................................................ 72 Figura 34 - Gráfico 5.3 ................................................................................................................ 73 Figura 35 - Gráfico 5.4 ................................................................................................................ 73 Figura 36 - Gráfico 5.5 ................................................................................................................ 74 Figura 37 - Gráfico 3 ................................................................................................................
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