Strategi Kreatif Iklan GoPay Versi "Tukang Komen Wajib Nonton" di YouTube

Abstract

GoPay uses audio visual advertisements in communicating its products. In this research,creative strategy is used as the basis of the concept of ads appeals and ads execution. This research used a qualitative approach with a descriptive case study method. Data collection was carried out by in-depth interviews with five informants who worked on this advertising project. The results of this research show that this GoPay advertisement uses humorous, rational and emotional appeals, as well as a dramatization style of execution. This GoPay advertisement also serves to inform regarding year-end promos available at GoPay. On the other hand, YouTube is used to upload these ads because GoPay consumers are digital users and YouTube also has advantages in terms of video duration.