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Bambang Sukma Wijaya
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Editorial office of Jobmark: Journal of Branding and Marketing Communication Bakrie University, Jl. HR Rasuna Said, Kav. C-22, Epicentrum Kuningan Jakarta Selatan 12920
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INDONESIA
Jobmark: Journal of Branding and Marketing Communication
Published by Universitas Bakrie
ISSN : -     EISSN : 28072510     DOI : https://doi.org/10.36782/jobmark
Core Subject : Humanities, Science, Education, Art, Social,
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences
Jobmark: Journal of Branding and Marketing Communication, published by the Graduate School of Communication, Universitas Bakrie, is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand visual communications, critical branding, and all aspects of consumer behavior and culture related to the brand. Published biannually, Jobmark follows a rigorous double-blind review process, in which reviewers and authors do not know each other, to ensure the objectivity of the assessment.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 52 Documents
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Creative Brand Publicity in Outdoor Advertising: An Analysis of Gojek Billboard Using CBP Theory Putri, Vega Ismaryani; Anggraini, Indri; Mountina, Natasya Sarah
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.401

Abstract

In 2017, Gojek captured public attention through a distinctive billboard campaign at the Kuningan intersection in Jakarta. The billboard featured a minimalist design with long text narrating everyday stories, creating a striking departure from conventional outdoor advertising. This phenomenon reflects the growing importance of creative brand publicity in shaping consumer perceptions. This study analyzes the campaign through the lens of Creative Brand Publicity (CBP) theory, focusing on the integration of Mood, Moment, and Movement as core elements of brand communication. A qualitative descriptive approach was employed, involving textual analysis of billboard content, observation of audience responses, and examination of social media interactions that amplified the campaign’s reach. The findings reveal that Gojek’s billboard successfully elicited emotional resonance, strengthened brand awareness, and reinforced its image as a relatable, human-centered brand. The campaign’s virality on digital platforms demonstrated how offline publicity can seamlessly extend into online engagement, producing significant audience interaction. Notably, the study highlights that billboard effectiveness is not determined solely by location or visual appeal, but by the brand’s ability to deliver relevant narratives that resonate with everyday experiences. Theoretically, this research contributes to the development of CBP theory by demonstrating the contextual application of its three elements in producing wide publicity and meaningful audience engagement. In practice, the insights provide guidance to marketers on designing outdoor advertising strategies that combine simplicity, emotional appeal, and narrative relevance to achieve effective brand communication.
Start from Zero: Creative Brand Publicity of Pertamina Devi, Septiani; Lestari, Dinda Dwi; Mariano, Houce
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.411

Abstract

Creative Brand Publicity (CBP) represents a strategic approach in branding that emphasizes innovative ideas, distinctive designs, and unique concepts to deliver messages in engaging ways. As Indonesia’s state-owned energy company, Pertamina recognizes the need for creative advertising to strengthen brand awareness and corporate image, in alignment with its strategic programs. One notable initiative is the Start from Zero campaign, launched in 2008, ahead of Eid al-Fitr 1429 H, via television broadcasts. This study analyzes Pertamina’s CBP strategy in the Start from Zero campaign by examining three key aspects: Mood, Moment, and Movement. Employing a descriptive-qualitative case study, the research relies on document analysis and secondary data to explore how Pertamina’s publicity strategy was designed and disseminated. Findings reveal that Brand Mood Analysis (BMA) indicates extensive dissemination of brand narratives across online and social media platforms, signifying adequate amplification. Consumer Mood Analysis (CMA) demonstrates high audience enthusiasm and active engagement in discussing campaign themes. From a Moment perspective, Pertamina successfully leveraged religious sentiments and festive timing to enhance its relevance and emotional resonance. From the Movement perspective, the campaign narrative circulated dynamically across multiple channels, involving diverse stakeholders in amplifying brand issues and making them viral. Theoretically, this study contributes to the understanding of CBP as a branding strategy that integrates cultural and emotional dimensions into corporate communication. In practice, the findings highlight the importance of timing, narrative design, and multichannel engagement in maximizing brand publicity. Pertamina’s case illustrates how creative campaigns can transform routine advertising into impactful brand-building initiatives.

Page 6 of 6 | Total Record : 52

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