Lovemarks sebagai strategi kreatif saatchi & saatchi Indonesia dalam proses perencanaan kampenye iklan = Lovemarks as a creative strategy of saatchi & saatchi Indonesia in advertising planning process

Yapeno, Rebeca (2017) Lovemarks sebagai strategi kreatif saatchi & saatchi Indonesia dalam proses perencanaan kampenye iklan = Lovemarks as a creative strategy of saatchi & saatchi Indonesia in advertising planning process. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pentingnya advertising (iklan) sebagai salah satu alat untuk mempromosikan sebuah produk tampaknya telah disadari oleh para pelaku usaha dengan kondisi persaingan pasar yang sengit. Persaingan tersebut juga terjadi pada advertising agency (agensi Periklanan) didukung kondisi periklanan yang pada saat ini mengalami clutter (kekacauan). Saatchi & Saatchi yang menyadari kondisi ini pun muncul dengan sebuah konsep berbeda yaitu lovemarks (tanda cinta), yang menggunakan pendekatan emosi kepada konsumen. Tujuan nya adalah untuk membuat sebuah brand menjadi sesuatu yang dicintai oleh konsumen. Penelitian ini berpusat pada implementasi lovemarks dalam proses strategic planning (perencanaan strategi) yang dilakukan Saatchi & Saatchi Indonesia, karena strategic planning memiliki peran penting dalam menentukan keefektifan sebuah iklan nantinya. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kualitatif, dengan jenis penelitian deskriptif. Data diperoleh melalui proses wawancara mendalam dengan dua key informant (informan utama) dan dua informant (informan sekunder) dari Saatchi & Saatchi Indonesia. Metode wawancara yang digunakan oleh peneliti adalah wawancara semi terstruktur. Hasil dari penelitian ini menunjukkan bahwa terdapat empat tahap dalam strategic planning yang dilakukan antara lain adalah discovery, xploration, inspiration, dan attraction. Dalam keempat tahapan ini, terdapat implementasi aspek dan elemen lovemarks didalamnya yang membuat konsumen nantinya akan merasa dekat dan jatuh cinta kepada brand./ The importance role of advertising as one of communication form to promoting a product of brand seems to be considered by marketers thus affected by a great competition nowadays. This competition happened to advertising agency as well that nowadays, advertising industry has been cluttered where people are bombarded with non-stop advertisement. Saatchi & Saatchi Indonesia is one of the advertising agency that aware of this situation, then come with a new and different concept, that is lovemarks. This concept believes in emotional approach to get into consumer heart and it’s purpose to make consumer falling in love with a brand. This research centered in lovemarks implementation in the strategic planning process that conducted by Saatchi & Saatchi Indonesia. The reason is because strategic planning has a significant important role in determining whether an advertisement will be effective or not. The research conducted with qualitative approach and descriptive research design. The data in this research obtained from an in-depth interview process with two key informants and two informants from Saatchi & Saatchi Indonesia and using semi-structured interview method. The result of this research shows that there are four stages in strategic planning process, which are discovery, xploration, inspiration, and attraction. In each of these stages, all the aspects and elements of lovemarks are applied, with expectation to make consumer feel related to the brand and finally would fall for it.

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