Start from Zero

Creative Brand Publicity of Pertamina

Abstrak

Creative Brand Publicity (CBP) is a campaign that utilizes innovative ideas, attractive designs, and unique concepts to convey product, service, or brand messages differently and attractively. As an Indonesian state-owned energy company, Pertamina realizes the importance of using creative advertising as part of its brand awareness strategy and building its image to support its strategic programs. One example is the 'Start from 0' advertising campaign launched by Pertamina in 2008 ahead of Eid al-Fitr 1429 H through television channels. This article dissects Pertamina's CBP strategy through the 'Start from Zero' campaign in welcoming Eid al-Fitr with three CBP aspects: Mood, Moment, and Movement. The research method uses a case study with a descriptive-qualitative approach and data collection techniques with document search and analysis. The brand mood analysis (BMA) results show a high dissemination of brand narratives related to advertising topics through various online and social media channels. This indicator means that brand amplification is quite successful. Consumer mood analysis (CMA) also shows that audience enthusiasm in discussing brand campaign topics is relatively high. From the moment aspect, Pertamina utilizes religious sentiments and moments that increase brand relevance and engagement. From the movement aspect, the narrative moves circularly in various forms and involves various parties in making brand issues and narratives viral.