Strategi Kreatif Iklan Toyota Indonesia dalam Web Series NKCTHI

Abstract

. The development of the internet medium at this time produces new media as a place to distribute product advertisements from various companies. One of them is a web series, which is a serial event concept (serialized story) that generally airs on the Youtube platform. The large number of viewers generated by web series has finally encouraged various companies to increase awareness of their products through web series. The web series that had become trending was NKCTHI (Nanti Kita Cerita Tentang Hari Ini) which aired on Toyota Indonesia's Youtube channel. NKCTHI web series became the object of research because of the large number of viewers generated, reaching 8.4 million and receiving awards from Youtube. This research will be observed using characterization analysis, story structure, product placement and AISAS with a qualitative descriptive method. Visual observations on the NKCTHI web series are categorized based on the characteristics of the scenes in which there are advertisements for Toyota Indonesia products. This analysis aims to find out the creative strategy of Toyota Indonesia advertisements in conveying verbal and visual messages contained in the NKCTHI web series. The results of this study, (1) Toyota Indonesia utilizes the NKCTHI web series to gain awareness from young people; (2) Although the product placement displayed is not formally mentioned, the engagement of the NKCTHI web series is quite high; 3) The creative strategy of advertising in the NKCTHI web series is delivered using visual language; 4) Advertising in the NKCTHI web series uses an emotional approach, namely advertising into everyday life