Start from Zero

Creative Brand Publicity of Pertamina

Abstract

Creative Brand Publicity (CBP) represents a strategic approach in branding that emphasizes innovative ideas, distinctive designs, and unique concepts to deliver messages in engaging ways. As Indonesia’s state-owned energy company, Pertamina recognizes the need for creative advertising to strengthen brand awareness and corporate image, in alignment with its strategic programs. One notable initiative is the Start from Zero campaign, launched in 2008, ahead of Eid al-Fitr 1429 H, via television broadcasts. This study analyzes Pertamina’s CBP strategy in the Start from Zero campaign by examining three key aspects: Mood, Moment, and Movement. Employing a descriptive-qualitative case study, the research relies on document analysis and secondary data to explore how Pertamina’s publicity strategy was designed and disseminated. Findings reveal that Brand Mood Analysis (BMA) indicates extensive dissemination of brand narratives across online and social media platforms, signifying adequate amplification. Consumer Mood Analysis (CMA) demonstrates high audience enthusiasm and active engagement in discussing campaign themes. From a Moment perspective, Pertamina successfully leveraged religious sentiments and festive timing to enhance its relevance and emotional resonance. From the Movement perspective, the campaign narrative circulated dynamically across multiple channels, involving diverse stakeholders in amplifying brand issues and making them viral. Theoretically, this study contributes to the understanding of CBP as a branding strategy that integrates cultural and emotional dimensions into corporate communication. In practice, the findings highlight the importance of timing, narrative design, and multichannel engagement in maximizing brand publicity. Pertamina’s case illustrates how creative campaigns can transform routine advertising into impactful brand-building initiatives.