Creative Strategy Analysis on the Billboard Ads of Gojek AnakBangsaBisa Edition

DOI

10.2991/assehr.k.201230.029How to use a DOI?

Keywords

Creative Strategy, Advertising appeal, Billboard ads, Creative Excecution, The Facet Model of Effects

Abstract

Various strategies were used to promoting the products that an industry develops. Various forms of business, ranging from retail to multinational businesses, rely on advertising and promotion to help them sells goods and services. In terms of consumers mind, advertising is often seen as a media provider of information about capabilities, prices, product functions, and other attributes, which are related to a product. The billboard ads carried out by Gojek during the 73th anniversary of Republic of Indonesia Independence Day with a campaign titled (hashtag) AnakBangsaBisa has been viral in online media. The ad was creative, original and strategic, which is in accordance with the products or services that advertised, the target audience, and meets the purpose of the ads. The method used in this study was descriptive qualitative with case study approach. This research is aim to analyze the creative strategy in the billboard ads of Gojek #AnakBangsaBisa based on the message objectives through The Facets Model of Effects, namely perception, cognition, emotion, persuasion, association, and behavior. The finding indicated that the advertisement was successful in maximizing creative strategies. The advertising appeal used in bunga papan billboard ads through an emotional appeal and the creative execution style used through a slice of life, humor, and personality symbol can build brand awareness and brand association of Gojek and bring positive feelings through a celebratory atmosphere and motivate the positive attitude of the target audience to continue sharing the happiness and proudness of local products.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shierly Everlin
AU  - Yana Erlyana
PY  - 2020
DA  - 2020/12/31
TI  - Creative Strategy Analysis on the Billboard Ads of Gojek AnakBangsaBisa Edition
BT  - Proceedings of the 1st International Conference on Folklore, Language, Education and Exhibition (ICOFLEX 2019)
PB  - Atlantis Press
SP  - 150
EP  - 155
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201230.029
DO  - 10.2991/assehr.k.201230.029
ID  - Everlin2020
ER  -