PELÉ The King of Marketing / PELÉ o Rei do Marketing.
Reportagem de 16 de outubro de 2010, extraída DAQUI
Prestes há completar 70 anos, Edson Arantes do Nascimento não pisa nos gramados há mais de três décadas. Mas a grife Pelé ainda se mantém em plena forma no campo do marketing e fatura R$ 30 milhões por ano.
Com a voz suave e pausada, dona Neli vem se desdobrando nos últimos dias para agradecer – e declinar – quem lhe telefona em busca de uma entrevista com o chefe. Na mesa do escritório, estão anotados mais de 238 telefonemas – entre eles o do presidente de Israel, Shimon Peres, e do prefeito de Nova York, Michael Bloomberg, que gostariam de homenagear o chefe de dona Neli no sábado 23, quando ele completa 70 anos.
“Tem pedido de entrevista do Japão, da França, de Hong Kong e até dos Estados Unidos, onde o futebol masculino nem é tão forte assim”, diz Neli Cruz, que, há dez anos, é a secretária particular de Edson Arantes do Nascimento.
Já faz mais de 30 anos que Pelé pendurou as chuteiras e neste período o mundo viu surgir novos craques do futebol – dos franceses Michel Platini e Zinedine Zidane ao argentino Diego Armando Maradona, passando por Ronaldo Fenômeno –, mas nenhum deles alcançou o patamar do eterno camisa 10 do Santos.
Pelé não foi apenas uma máquina de fazer gols. Foram 1.284 no total, sendo 95 só com a camisa da Seleção Brasileira. Ao longo da vida, o Rei do Futebol associou sua imagem a uma centena de produtos e fez de si próprio uma das marcas mais valiosas do mundo.
O mercado publicitário e os especialistas nesse tipo de avaliação dizem que quem quiser explorar a marca Pelé por 20 anos terá de desembolsar nada menos que R$ 600 milhões. Detalhe: isso depois de 30 anos de aposentadoria do craque.
Ao longo da vida, o ex-jogador já emprestou sua imagem para mais de uma centena de marcas e produtos. Vendeu de tapetes a refrigerantes. De aparelhos de tevê a remédio para disfunção erétil. E até hoje Pelé ilustra campanhas publicitárias, participa de eventos e dá palestras.
Só com esse tipo de atividade, o empresário Edson Arantes do Nascimento fatura R$ 30 milhões por ano. Segundo DINHEIRO apurou, Pelé não faz propaganda por menos de R$ 2 milhões.
Neste cachê estão incluídos dois dias de filmagens e fotografias para seis meses de veiculação. Se a empresa quiser tê-lo em algum evento ou que ele participe de palestra, há um adicional de 10% sobre o valor total da campanha publicitária. O que explica tamanho apelo publicitário tanto tempo depois de o craque ter deixado os gramados?
Contratado pela Mastercard desde 2004 para participar de eventos, Pelé nunca tinha estrelado uma campanha publicitária para a marca. No início deste ano, porém, foi a principal estrela da propaganda criada pela empresa para a Copa do Mundo.
No filme, um rapaz tira foto do ídolo e leva para o pai completar um álbum de figurinhas.
A Mastercard passou meses pensando em quem poderia fazer o papel de ídolo.
Foi o então chefe do marketing global da marca, Laurence Flanagan, quem sugeriu:
Por que não Pelé? “Precisou um americano, que não entende nada de futebol, falar o óbvio” lembra Cristina Paslar, diretora de marketing da Mastercard no Brasil.
Poucas empresas que utilizam o craque como garoto-propaganda o fazem na intenção de aumentar as vendas, segundo elas mesmas explicam. “Estamos em busca dos atributos que ele tem como personalidade mundialmente reconhecida”, afirma Hugo Janeba, vice-presidente de marketing da Vivo.
E ele não vê nenhuma contradição entre usar um senhor de 70 anos em campanhas de um segmento tecnologicamente avançado como o de telefonia celular. “Pelé tem 70 anos, mas não pode dizer que não seja moderno”, completa Janeba.
No início do ano, a Vivo produziu um vídeo no qual o último gol do craque é marcado com a camisa da Seleção Brasileira. Resultado: o filme teve mais de dois milhões de page views na internet.
“Agora vamos fazer uma versão de três minutos dando parabéns pelos 70 anos”, diz Janeba. E prossegue. “Pelé é um exemplo de vida, é um cara muito simples e sincero. O índice de rejeição a ele é um dos menores do mundo entre as celebridades e os esportistas.”
É o que mostra o levantamento exclusivo feito pela agência de publicidade Y&R para DINHEIRO sobre a percepção dos consumidores sobre a marca Pelé (confira no quadro). “Ele hoje não é um esportista.
“É avaliado na categoria das celebridades e, por conta disso, pode-se associá-lo a qualquer produto, de qualquer marca, de qualquer setor”, explica Marcos Quintela, presidente da agência.
Dos 48 atributos avaliados no trabalho da Y&R, Pelé está acima da média das demais celebridades em 39, como inteligência, originalidade, gentileza, simplicidade, entre outros.
Para profissionais de marketing, Pelé reúne as qualidades que toda marca quer ter. “Pelé é único”, dizem os consumidores. E é isso que a Vivo vai buscar para se diferenciar em um mercado em que tem concorrentes ferozes do calibre de uma Oi ou de uma TIM.
Dona Neli diz que Pelé vai comemorar os 70 anos só com a família, em Santos, onde construiu sua sólida carreira. Uma solidez que vem de longa data.
Em 1969, Pelé excursionava com o Santos pela África e parou uma guerra civil que acontecia no Congo.
As duas forças rivais anunciaram o cessar fogo enquanto o rei do futebol estivesse por lá. Não é para qualquer um, entende?
Quando vi esta entrevista sobre Pelé resolvi pedir autorização a Pepito, o homem que cuida de seus negócios e a resposta foi esta:
O blog é seu e você faz o que achar conveniente. Homenagem não se autoriza se agradece.
Abs,
Pepito
José Fornos Rodrigues (Pepito)
Diretor Geral
+55 13 3212-2200 | Fax: +55 13 3212-2206
Rua Riachuelo, 121 - 3º Andar | Centro - Santos/SP - Brasil | CEP: 11010-911
SAUDAÇÕES PELÉ, PARA MIM É UMA GRANDE HONRA PODER PRESTAR ESTA PEQUENA HOMENAGEM AOS SEUS 70 ANOS.
VIDA LONGA AO REI. DEUS O ABENÇOE.
VIDA LONGA AO REI. DEUS O ABENÇOE.
Fonte: www.istodinheiro.com Por Eliane Sobral
Comentario e Tradução: Roberto Queiroz de Andrade.
Nota do autor (1):
atualmente, com 73 anos de idade,
e quase 40 anos depois de abandonar definitivamente o futebol em 1977,
Pelé fatura cerca de 25 milhões de dólares por ano,
fazendo propaganda para 11 marcas variadas, que são:
Relógios Hublot, New York Cosmos, Santander, Subway,
EA Sports, Carrefour, P&G, VolksWagen, Santos FC, Fly Emirates e Vivo.
Nota do autor (2):
na minha opinião, estas 3 propagandas mencionadas no texto acima,
MASTERCARD, NOKIA (telefonia celular) e VIVO
são os melhores comerciais que Pelé já estrelou. Vejam os vídeos abaixo:-)
MASTERCARD
NOKIA - PELÉ
VIVO - O ÚLTIMO GOL DE PELÉ (Making of)
VIVO - O ÚLTIMO GOL DE PELÉ ( VERSÃO COMPLETA)
Texto em inglês logo abaixo
There are about 70 years to complete, Edson Arantes do Nascimento do not step on the pitch for over three decades. But the Pelé brand is still in top form in the field of marketing and sales of R $ 30 million per year.
With a soft voice and paused, Mrs. Neli has unfolded in recent days to thank - and declining - who calls you in search of an interview with the boss. In the office, are noted more than 238 phone calls - among them the Israeli President Shimon Peres, and New York Mayor Michael Bloomberg, who would like to honor the head of Mrs. Neli 23 on Saturday, when he turns 70 years.
"There's request for an interview from Japan, France, Hong Kong and even the United States, where soccer is not as strong masculine way," says Neli Cruz, who, ten years ago, is the private secretary of Edson Arantes do Nascimento .
For over 30 years that Pelé hung up his boots and this time the world saw the rise of new stars of football - the French Michel Platini and Zinedine Zidane to Argentine Diego Armando Maradona, Ronaldo, Ronaldinho, Messi, and others going through - but none of them reached the level of the eternal Santos number 10 shirt.
Pelé was not just a maker of goals. There were 1,284 in total, being only 95 with the Brazilian national team. Throughout life, the King's Cup linked its image to one hundred products and made himself the most valuable brands in the world.
The advertising market and experts say this type of assessment that anyone wishing to explore the Pelé brand for 20 years will have to spend no less than $ 600 million. Detail: that after 30 years of retirement from the star.
Throughout life, the former player has lent his image to more than a hundred brands and products. He sold the soft carpet. From TV sets the remedy for erectile dysfunction. And today illustrates Pelé campaigns, participates in events and lectures.
Only with this kind of activity, the entrepreneur Edson Arantes do Nascimento making $ 30 million per year. According MONEY cleared, Pelé does not advertise for less than $ 2 million.
In this cache included two days of filming and photography for six months of placement. If the company wants to have him at some event or that it participates in lecture, there are an additional 10% on the total amount of hype.
What explains size advertising appeal so long after the soccer star had left the lawns?
Hired by MasterCard since 2004 to participate in events, Pelé never had starred an advertising campaign for the brand. Earlier this year, however, was the main star of propaganda created by the company to the World Cup in Africa.
In the movie, a guy takes pictures of the idol and the father takes to complete a sticker album. Mastercard spent months thinking about who could play the role of idol. It was the then head of global brand marketing, Laurence Flanagan, who suggested: why not Pelé? "It took an American who knows nothing about football, talk about the obvious" recalls Cristina Pasli, director of marketing at MasterCard in Brazil.
Few companies that use the ace as the poster boy make the intention of increasing sales, according to explain them selves. "We are in search of the attributes that he has a world renowned personality," says Hugo Janeba, vice president of marketing for Alive.
And he sees no contradiction between using a master of 70 years in campaigns to a segment as the technologically advanced mobile phones. "Pelé is 70 years old, but can not say that is not modern," adds Janeba.
Earlier this year, Live has produced a video in which the last goal of the crack is marked with the Brazilian national team. Result: the film had more than two million page views on the Internet.
"Now we do a version of three minutes giving congratulations for 70 years," says Janeba and continues. "Pelé is a living example, is a very simple and honest guy. The rate of rejection of him is one of the lowest in the world of celebrities and athletes. "
This is shown by the exclusive survey done by advertising agency Y & R for the CASH on consumers' perceptions of the Pele brand (check box)."Today he is not a sportsman.
"It is rated in the category of celebrity, and because of that, you can associate it with any product, any brand in any industry," said Mark Quinlan, president of the agency.
Of the 48 attributes evaluated in the work of Y & R, Pelé is above the average for all 39 celebrities, such as intelligence, originality, kindness, simplicity, and others.
For marketers, Pelé meets the qualities that every brand wants to have. "Pelé, is unique," say consumers. And that's what Live means "VIVO" will get to differentiate them selves in a market that has fierce competitors of the caliber of a Hi, means "OI" or a TIM.
Dona Neli says that Pelé will be celebrating 70 years with just family, in Santos, where he built his solid career. A strength, that comes from long standing.
In 1969, Pelé tour with the Santos Football Club (Santos Futebol Clube) in Africa and stopped a civil war happening in Congo.
The two rival forces announced a ceasefire while the king of football was there. Not for anyone, understand?
When I saw this interview on Pelé decided to ask permission to Pepito, his secretary and the answer was this:
The blog is yours and you do what you find convenient. Homage is not authorized. We give thanks.
Abs,
Pepito
Jose Rodrigues Ovens (Pepito)
Director General
+55 13 3212-2200 | Fax: +55 13 3212-2206
Rua Riachuelo, 121 - 3rd Floor | Centro - Santos / SP - Brazil | CEP: 11010-911
FOR ME IS A GREAT HONOR, GIVE THIS TO YOU FOR YOUR 70 YEARS BIRTHDAY.
LONG LIVE KING. GOD BLESSES YOU.
Source: By Eliane Sobral www.istodinheiro.com
Commentary and Translation: Roberto Queiroz de Andrade.
With a soft voice and paused, Mrs. Neli has unfolded in recent days to thank - and declining - who calls you in search of an interview with the boss. In the office, are noted more than 238 phone calls - among them the Israeli President Shimon Peres, and New York Mayor Michael Bloomberg, who would like to honor the head of Mrs. Neli 23 on Saturday, when he turns 70 years.
"There's request for an interview from Japan, France, Hong Kong and even the United States, where soccer is not as strong masculine way," says Neli Cruz, who, ten years ago, is the private secretary of Edson Arantes do Nascimento .
For over 30 years that Pelé hung up his boots and this time the world saw the rise of new stars of football - the French Michel Platini and Zinedine Zidane to Argentine Diego Armando Maradona, Ronaldo, Ronaldinho, Messi, and others going through - but none of them reached the level of the eternal Santos number 10 shirt.
Pelé was not just a maker of goals. There were 1,284 in total, being only 95 with the Brazilian national team. Throughout life, the King's Cup linked its image to one hundred products and made himself the most valuable brands in the world.
The advertising market and experts say this type of assessment that anyone wishing to explore the Pelé brand for 20 years will have to spend no less than $ 600 million. Detail: that after 30 years of retirement from the star.
Throughout life, the former player has lent his image to more than a hundred brands and products. He sold the soft carpet. From TV sets the remedy for erectile dysfunction. And today illustrates Pelé campaigns, participates in events and lectures.
Only with this kind of activity, the entrepreneur Edson Arantes do Nascimento making $ 30 million per year. According MONEY cleared, Pelé does not advertise for less than $ 2 million.
In this cache included two days of filming and photography for six months of placement. If the company wants to have him at some event or that it participates in lecture, there are an additional 10% on the total amount of hype.
What explains size advertising appeal so long after the soccer star had left the lawns?
Hired by MasterCard since 2004 to participate in events, Pelé never had starred an advertising campaign for the brand. Earlier this year, however, was the main star of propaganda created by the company to the World Cup in Africa.
In the movie, a guy takes pictures of the idol and the father takes to complete a sticker album. Mastercard spent months thinking about who could play the role of idol. It was the then head of global brand marketing, Laurence Flanagan, who suggested: why not Pelé? "It took an American who knows nothing about football, talk about the obvious" recalls Cristina Pasli, director of marketing at MasterCard in Brazil.
Few companies that use the ace as the poster boy make the intention of increasing sales, according to explain them selves. "We are in search of the attributes that he has a world renowned personality," says Hugo Janeba, vice president of marketing for Alive.
And he sees no contradiction between using a master of 70 years in campaigns to a segment as the technologically advanced mobile phones. "Pelé is 70 years old, but can not say that is not modern," adds Janeba.
Earlier this year, Live has produced a video in which the last goal of the crack is marked with the Brazilian national team. Result: the film had more than two million page views on the Internet.
"Now we do a version of three minutes giving congratulations for 70 years," says Janeba and continues. "Pelé is a living example, is a very simple and honest guy. The rate of rejection of him is one of the lowest in the world of celebrities and athletes. "
This is shown by the exclusive survey done by advertising agency Y & R for the CASH on consumers' perceptions of the Pele brand (check box)."Today he is not a sportsman.
"It is rated in the category of celebrity, and because of that, you can associate it with any product, any brand in any industry," said Mark Quinlan, president of the agency.
Of the 48 attributes evaluated in the work of Y & R, Pelé is above the average for all 39 celebrities, such as intelligence, originality, kindness, simplicity, and others.
For marketers, Pelé meets the qualities that every brand wants to have. "Pelé, is unique," say consumers. And that's what Live means "VIVO" will get to differentiate them selves in a market that has fierce competitors of the caliber of a Hi, means "OI" or a TIM.
Dona Neli says that Pelé will be celebrating 70 years with just family, in Santos, where he built his solid career. A strength, that comes from long standing.
In 1969, Pelé tour with the Santos Football Club (Santos Futebol Clube) in Africa and stopped a civil war happening in Congo.
The two rival forces announced a ceasefire while the king of football was there. Not for anyone, understand?
When I saw this interview on Pelé decided to ask permission to Pepito, his secretary and the answer was this:
The blog is yours and you do what you find convenient. Homage is not authorized. We give thanks.
Abs,
Pepito
Jose Rodrigues Ovens (Pepito)
Director General
+55 13 3212-2200 | Fax: +55 13 3212-2206
Rua Riachuelo, 121 - 3rd Floor | Centro - Santos / SP - Brazil | CEP: 11010-911
FOR ME IS A GREAT HONOR, GIVE THIS TO YOU FOR YOUR 70 YEARS BIRTHDAY.
LONG LIVE KING. GOD BLESSES YOU.
Source: By Eliane Sobral www.istodinheiro.com
Commentary and Translation: Roberto Queiroz de Andrade.
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