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All Journal INFORMASI Channel : Jurnal Komunikasi Komunikator Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat Jurnal Audience Communicare : Journal of Communication Studies JURNAL LENSA MUTIARA KOMUNIKASI International Journal of Communication and Society International Journal of Visual and Performing Arts Journal of Social Studies (JSS) COMMICAST JOLLT Journal of Languages and Language Teaching
Anang Masduki
Universitas Ahmad Dahlan, Yogyakarta
Arts Humanities Computer Science & IT Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : COMMICAST

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Analyzing the SUPER A Strategy in Gojek's 'Emak Hemat' Advertisement Prathisara, Gibbran; Masduki, Anang
COMMICAST Vol. 6 No. 3 (2025): December
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v6i3.13850

Abstract

Gojek’s digital advertising campaigns frequently gain viral traction due to their strong cultural relevance, emotional appeal, and creative narrative execution. However, limited academic studies specifically examine how the SUPER A creative strategy is applied within these campaigns to enhance audience engagement and brand perception. This study aims to analyze the implementation of the SUPER A strategy. Simple, Unexpected, Persuasive, Entertaining, Relevant, and Acceptable, in Gojek’s “Emak Hemat” advertisement, a campaign widely recognized for its humor, cultural resonance, and strong message of frugality. The research contributes to the growing body of literature on creative advertising strategies in Southeast Asia and provides practical insights for advertisers seeking effective storytelling models in the digital era. This study employs a qualitative research design using a case study approach and qualitative content analysis. Data were collected through documentation and non-participant observation of visual and textual elements in the “Emak Hemat” advertisement. The data were coded and analyzed based on the six dimensions of the SUPER A framework. The findings reveal that the advertisement successfully integrates all SUPER A elements. The narrative is simple and relatable, while unexpected comedic scenes maintain audience attention. The campaign’s persuasive messages emphasize affordability and practicality, supported by entertaining humor rooted in everyday Indonesian family life. Cultural relevance is strongly reflected in the portrayal of a frugal mother figure, and the closing tagline ensures the message remains acceptable and memorable to diverse audiences. In conclusion, the effective implementation of the SUPER A strategy strengthens Gojek’s brand positioning as a practical, economical solution for daily needs and demonstrates how culturally grounded storytelling can enhance advertising effectiveness in digital environments.
Co-Authors Agus Triyono Alfaridhi, Dio Fahmi Ali, Raden Muhammad Caixie Tu Dani Fadillah Fajar Dwi Putra Filosa Gita Sukmono Gibbran Prathisara Gibran Pratishara Liu Jian Maria Efiyana Niu, Panqiang Panqiang Niu Panqiang Niu Panqiang Niu Panqiang Niu Pratishara, Gibran Prayudha, Prayudha Putra, Razhi Syuhada Ramadhan, Nathan Hilga Rendra Widyatama Rr. Octa Dwina Fauzia Ting Li Tu, Caixie Xigen Li Yana, Maria Effi