ADRIANI, RAFIKA (2022) STRATEGI KREATIF IKLAN DIGITAL GRABFOOD VERSI “GRAB WAE” DI INSTAGRAM @GRABISTIMEWA UNTUK MENARIK PERHATIAN KHALAYAK YANG DILAKUKAN OLEH WALK.ARTCREATIVE (Periode 2-20 Oktober 2020). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Grab Istimewa is a specific food ordering service application platform in the Yogyakarta area launched in 2017, requiring efforts to promote advertisements with the theme “Grab Wae”. Advertising is one of the marketing communication mix used. The phenomenon in this advertisement is that according to Nilsen Indonesia survey data, Indonesian people prefer ordering food online as much as 58%. The purpose of this study is to find out how the creative strategy of Grabfood's digital advertising version of "Grab Wae" on Instagram to attract audience's attention is carried out by Walk.artcreative. The theory used in this research is the theory of Jef I. Richards which states that "Creative without strategy is art, creative with strategy is advertising". The research method used in this research is descriptive qualitative case study. The data collection technique used is in-depth interviews with several data sources. The results of the study concluded that the creative strategy process of the "GRAB WAE" version of the GrabFood digital advertisement used various information from the brand and developed it into a big idea through brainstorming and creating an audio-visual advertisement with a modern concept that combines a touch of Indonesian culture. The modern side is shown by the Korean theme. Meanwhile, the Indonesian culture can be seen from the words "Wae" and the visual "Wayang". Keywords: Creative Strategy, Advertising, Digital Advertising, Product Promotion Grab Istimewa merupakan platform aplikasi jasa pemesanan makanan spesifik di daerah Yogyakarta diluncurkan pada tahun 2017, membutuhkan upaya untuk promosikan iklan yang bertemakan “Grab Wae”. Pembuatan iklan menjadi salah satu bauran komunikasi pemasaran yang digunakan. Fenomena pada iklan ini bahwa menurut data survei Nilsen Indonesia masyarakat Indonesia lebih menyukai pesan makanan secara online sebanyak 58%. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi kreatif iklan digital Grabfood versi “Grab Wae” di Instagram untuk menarik perhatian khalayak yang dilakukan oleh Walk.artcreative. Teori yang digunakan dalam penelitian ini adalah teori dari Jef I. Richards menyatakan bahwa “Creative without strategy is art, creative with strategy is advertising”. Metode penelitian yang digunakan dalam penelitian ini yaitu deskriptif kualitatif studi kasus. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dengan beberapa sumber data. Hasil penelitian menyimpulkan bahwa proses strategi kreatif dari iklan digital GrabFood versi "GRAB WAE" menggunakan berbagai informasi dari brand dan mengembangkannya menjadi big idea melalui brainstorming dan menciptakan sebuah iklan audio visual berkonsep modern memadukan dengan sentuhan kebudayaan Indonesia. Sisi modern ditunjukan dengan tema Korea Sedangkan sisi kebudayaan Indonesia dapat dilihat dari kata "Wae" dan visual “Wayang” Kata Kunci: Strategi kreatif, Iklan, Iklan Digital, Promosi Produk.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PKP. 22 068 |
| NIM/NIDN Creators: | 44318120039 |
| Uncontrolled Keywords: | Strategi kreatif, Iklan, Iklan Digital, Promosi Produk. |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 24 Oct 2022 02:49 |
| Last Modified: | 26 Oct 2022 06:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70816 |
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