PROSES PERENCANAAN IKLAN TEASER DALAM MEMPROMOSIKAN KAMPANYE NU K-RAZY 127 COMPETITION (PERIODE OKTOBER 2019)

SADEWA, DANDY ADITYA ARI (2022) PROSES PERENCANAAN IKLAN TEASER DALAM MEMPROMOSIKAN KAMPANYE NU K-RAZY 127 COMPETITION (PERIODE OKTOBER 2019). S1 thesis, Universitas Mercu Buana.

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Abstract

Development in advertising industry is getting advance and thorough in so many media, including prints, electronic, and even online. With the foremost advancing in digital technology, advertising business is blooming significantly. Some brands utilize every way possible in marketing communication to boosts their sales. One of those brands is NU Green Tea. They use phenomenal advertising and make it viral so that later it was revealed and turned out it was an advertisement teaser for a campaign This research is meant to know the processes on how Nu Green Tea made their teaser advertisement planning process to promote their campaign NU K-Razy 127 Competition. Some of the theories that being used was campaign advertising strategy, creative-planning strategy, concept and media strategy, viral advertising, and advertising feature and design complexity. The methods that are being used for this research is qualitative-descriptive. Also using structurized in-depth interview with informants. Data source was collected from digital information throughout social media network, collective website, and some related literature and research. Data gathering was done by doing in-depth interview. The outcome for this research is to get the details behind the processes on how Nu Green Tea made their teaser advertisement planning and the principal behind it. NU Green Tea apply viral advertising and stopping power advertising in the form of advertising media combination. These strategies were used to attract people, but unbeknownst to them, they have been participating in a campaign but and the same time, so that they know the existence of Nu K-Razy 127 Competition, considering that the nature of advertising must be persuasive and unpredictable. Keywords: creative message, media, advertising Perkembangan industri iklan begitu pesat dan banyak bermunculan di berbagai media, baik itu media cetak, elektronik, maupun online. Ditambah dengan semakin berkembangnya teknologi digital, dunia periklanan mengalami kemajuan signifikan. Beberapa brand memanfaatkan segala celah dalam komunikasi pemasaran untuk mendongkrak tingkat penjualannya. Salah satunya NU Green Tea yang membuat iklan yang fenomenal menggunakan billboard dan diviralkan melalui media sosial untuk ternyata diketahui merupakan teaser sebuah kampanye. Penelitian ini bertujuan untuk mengetahui Proses Perencanaan Iklan Teaser Dalam Mempromosikan Kampanye NU K-RAZY 127 COMPETITION (Periode Oktober 2019). Teori yang digunakan dalam penelitian ini diantaranya perencanaan kampanye iklan, perencanaan strategi kreatif, konsep dan strategi media, viral advertising, dan teori kompleksitas desain & fitur iklan Metode Penelitian yang digunakan adalah kualitatif deskriptif dengan melakukan wawancara terstruktur kepada narasumber. Sumber data yang digunakan adalah informasi digital pada jaringan media sosial, website kolektif, dan juga literatur dan penelitian terkait. Pengumpulan data dilakukan melalui wawancara. Hasil dari penelitian ini, adalah untuk mengetahui proses perencanaan pembuatan iklan teaser kampanye NU K-RAZY 127 COMPETITION dan prinsip apa yang dipakai. NU Green Tea menggunakan teori viral advertising dan stopping power advertising. Pesan kreatif berupa kombinasi media iklan dalam rangka menarik perhatian masyarakat agar mengetahui adanya kampanye NU K-RAZY 127 COMPETITION untuk menarik perhatian masyarakat agar mereka tanpa sadar telah meramaikan sebuah teaser untuk kampanye. Cara ini dilakukan NU Green Tea mendapatkan hasil atau umpan balik yang diharapkan.. Hal ini didukung kuat dengan memperhatikan sifat- sifat iklan yaitu persuasif dan tidak terduga. Kata Kunci: Pesan Kreatif, Media, Iklan

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