Creative Brand Publicity Analysis of a Gojek Billboard with Long Copy in Kuningan, South Jakarta
DOI:
https://doi.org/10.36782/jobmark.v4i1.401Keywords:
Ambient advertising, ambient billboard, brand publicity, creative branding, visual communicationAbstract
In 2017, Gojek managed to steal the public's attention with a unique and creative advertising campaign. Gojek displayed a plain billboard design with long writing that tells a story in one of Jakarta's busy areas, namely the Kuningan intersection. This study focuses on analyzing the Gojek billboard case using the Creative Brand Publicity (CBP) theoretical perspective and a descriptive qualitative approach. In its efforts to increase brand awareness, Gojek managed to obtain positive results from the public by utilizing the concepts of Mood, Moment, and Movement as mentioned in CBP theory.
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