PERANCANGAN ADVERTISING CAMPAIGN

APLIKASI DIGITAL PERENCANAAN KEUANGAN

FINANSIALKU

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Fandu Winata

NIM : 00000010851

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Fandu Winata

NIM : 00000010851

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

Universitas Multimedia Nusantara

Judul Tugas Akhir :

PERANCANGAN ADVERTISING CAMPAIGN APLIKASI DIGITAL

PERENCANAAN KEUANGAN FINANSIALKU

dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan

belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas

Multimedia Nusantara maupun di perguruan tinggi lainnya.

Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan

pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali

arahan pembimbing akademik dan narasumber.

Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,

apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam

pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan

iii

iv

HALAMAN PENGESAHAN TUGAS AKHIR

v

KATA PENGANTAR

Sebuah tujuan jika tidak direncanakan akan menjadi angan-angan saja. Kata-kata

ini menjadi jargon pada produk aplikasi perencana keuangan Finansialku. Hal ini

juga yang menjadi sebuah alasan bagi Penulis untuk melakukan perancangan ini

karena jika kita ingin sukses tidak cukup hanya bermimpi atau berangan saja

namun butuh rencana yang bisa menjadi penuntun langkah kita untuk mengejar

tujuan yang berujung kepada kesuksesan.

Namun pada kenyataannya, dewasa ini generasi milenial banyak yang

berangan untuk bisa sukses dan bebas secara finansial tapi hal tersebut tidak

pernah mereka rencanakan. Bagaimana tidak, jika gaya hidup dan perilaku

konsumtif masih menjadi permasalahan utama yang membuat generasi milenial

tidak bisa mencapai tujuan itu. Padahal generasi milenial di tahun 2020 akan

menjadi pemeran utama dalam pergerakan perekonomian Indonesia. Solusi dari

hal tersebut ada pada literasi keuangan yang seharusnya bisa membuka pikiran

untuk bisa mencapai tujuan keuangan yang ingin dicapai. Finansialku merupakan

aplikasi perencana keuangan pertama di Indonesia untuk membantu masyarakat

terutama generasi milenial dalam mengatur, mengelola dan merencanakan

keuangannya. Namun sangat disayangkan hal ini masih tidak diketahui oleh

masyarakat Indonesia terutama generasi milenial. Untuk itulah perlu dilakukan

sebuah strategi untuk bisa memperkenalkan aplikasi pintar ini.

Selama membuat tugas akhir ini penulis mendapatkan banyak manfaat

dalam proses perancangan sebuah karya sehingga lebih bisa menghargai sebuah

karya yang dilalui oleh proses yang panjang dan semua yang sudah dibuat dapat

vi

vii

ABSTRAKSI

Finansial milenial adalah sebuah topik yang terus menjadi perbincangan dikarenakan sifat dan perilaku dalam hal finansial menjadi sebuah kendala dalam mengatur dan merencanakannya. Finansialku hadir sebagai platform aplikasi digital yang memberikan solusi atas permasalahan keuangan milenial. Namun Finansialku masih sangat tidak diketahui ditambah kesalahan positioning dalam memperkenalkan aplikasi ini yang seharusnya sebagai aplikasi digital perencana keuangan dimasyarakat khususnya generasi milenial. Metode penelitian yang digunakan merupakan metode penelitian gabungan yang meliputi penyebaran kuesioner, wawancara, observasi, FGD dan studi existing. Ada tiga hal besar yang dilakukan diperancangan ini untuk membangun kesadaran brand, memberi pertimbangan keputusan, dan mengunduh aplikasi Finansialku.

Kata kunci: Iklan, Kampanye, Finansialku, Aplikasi, Digital, Milenial.

viii

ABSTRACT

Millennial’s financial is a topic that continues to be a conversation because of the behavior in financial terms becomes an obstacle in managing and planning it. Finansialku is present as a digital application platform that provides solutions to millennial’s financial problems. But Finansialku are still very unknown, also errors in positioning in introducing this application which should be a digital application of financial planners in the public, especially the millennial generation. The research method used is a joint research method which includes distributing questionnaires, interviews, observations, FGDs and existing studies. There are three big things will do in this design to build brand awareness, give influence consideration, and take action to download Finansialku application

Keywords: Advertising, Campaign Finansialku, Application, Digital, Millennial.

ix

DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ..................... II

HALAMAN PENGESAHAN TUGAS AKHIR ............................................... IV

KATA PENGANTAR ........................................................................................... V

ABSTRAKSI ...................................................................................................... VII

ABSTRACT ....................................................................................................... VIII

DAFTAR ISI ....................................................................................................... IX

DAFTAR GAMBAR ........................................................................................ XIII

DAFTAR TABEL ............................................................................................ XIX

DAFTAR LAMPIRAN ...................................................................................... XX

BAB I PENDAHULUAN ....................................................................................... 1

1.1. Latar Belakang ......................................................................................... 1

1.2. Rumusan Masalah .................................................................................... 3

1.3. Batasan Masalah ...................................................................................... 3

1.4. Tujuan Tugas Akhir ................................................................................. 4

1.5. Manfaat Tugas Akhir ............................................................................... 4

BAB II TINJAUAN PUSTAKA ........................................................................... 6

2.1. Desain ...................................................................................................... 6

2.1.1. Elemen Desain ............................................................................. 6

2.1.2. Prinsip Desain ............................................................................ 13

x

2.1.3. Tipografi .................................................................................... 19

2.1.4. Layout ........................................................................................ 22

2.2. Ilustrasi ................................................................................................... 26

2.2.1. Bahasa Visual ............................................................................. 26

2.3. Motion Graphic ...................................................................................... 27

2.3.1. Jenis Motion Graphic ................................................................. 27

2.4. Iklan ....................................................................................................... 29

2.4.1. Advertising Campaign ............................................................... 31

2.4.2. Teknik Kampanye ...................................................................... 31

2.4.3. Media Kampanye ....................................................................... 32

2.4.4. Strategi Kampanye ..................................................................... 33

2.5. Copywriting ........................................................................................... 35

2.5.1. Trik dan teknik ........................................................................... 36

2.5.2. Menciptakan Headline Menarik ................................................ 37

2.6. Milenial .................................................................................................. 38

BAB III METODOLOGI ................................................................................... 39

3.1. Metodologi Pengumpulan Data ............................................................. 39

3.1.1. Kuesioner ................................................................................... 39

3.1.2. Wawancara ................................................................................. 54

3.1.3. Observasi .................................................................................... 56

3.1.4. FGD ........................................................................................... 60

3.1.5. Studi Existing ............................................................................. 66

3.2. Metodologi Perancangan ....................................................................... 68

xi

3.2.1. Fakta / Latar Belakang/ Situasi .................................................. 68

3.2.2. Identifikasi Masalah ................................................................... 68

3.2.3. Analisis Situasi .......................................................................... 68

3.2.4. Analisis Tantangan dan Peluang ................................................ 68

3.2.5. Strategi Kampanye ..................................................................... 69

3.2.6. Komponen Kampanye/ Pemilihan Media .................................. 69

3.2.7. Visualisasi .................................................................................. 69

3.2.8. Produksi ..................................................................................... 69

BAB IV STRATEGI DAN ANALISIS PERANCANGAN .............................. 70

4.1. Strategi Perancangan .............................................................................. 70

4.1.1. Fakta/ Latar Belakang / Situasi .................................................. 70

4.1.2. Identifikasi Masalah ................................................................... 70

4.1.3. Analisis Situasi .......................................................................... 71

4.1.4. Analisis Tantangan Peluang ....................................................... 71

4.1.5. Strategi Kampanye ..................................................................... 72

4.1.6. Komponen Kampanye ............................................................... 77

4.1.7. Visualisasi .................................................................................. 77

4.2. Analisis Perancangan ............................................................................. 86

4.2.1. Analisis Instagram ..................................................................... 87

4.2.2. Analisis Wall Sticker .................................................................. 96

4.2.3. Analisis Motion Graphic ............................................................ 99

4.2.4. Analisis X-Banner .................................................................... 109

4.2.5. Analisis Twitter ........................................................................ 112

xii

4.2.6. Analisis Facebook .................................................................... 113

4.2.7. Analisis Gimmick ..................................................................... 114

4.3. Budgeting ............................................................................................. 121

BAB V PENUTUP ............................................................................................. 122

5.1. Kesimpulan .......................................................................................... 122

5.2. Saran .................................................................................................... 123

DAFTAR PUSTAKA ....................................................................................... XIV

xiii

DAFTAR GAMBAR

Gambar 2.1. Macam-macam Garis .......................................................................... 7

Gambar 2.2. Macam-macam Bentuk ....................................................................... 7

Gambar 2.3. Figure and Ground .............................................................................. 8

Gambar 2.4. Macam-macam Tekstur ....................................................................... 9

Gambar 2.5. Warna Aditif ..................................................................................... 10

Gambar 2.6. Warna Subtraktif ............................................................................... 10

Gambar 2.6. Color Wheel Combination ................................................................ 11

Gambar 2.7. Keseimbangan Aplikasi Warna ......................................................... 13

Gambar 2.8. Contoh Poster Hirarki Visual ............................................................ 14

Gambar 2.9. Contoh Poster Emphasis ................................................................... 14

Gambar 2.10. Contoh Poster Hirarki Visual .......................................................... 15

Gambar 2.11. Contoh Poster Unity ........................................................................ 16

Gambar 2.12. Proximity ......................................................................................... 16

Gambar 2.13. Similarity ......................................................................................... 17

Gambar 2.14. Continuity ........................................................................................ 17

Gambar 2.15. Closure ............................................................................................ 18

Gambar 2.16. Common Fate .................................................................................. 18

Gambar 2.17. Continuing line ................................................................................ 19

Gambar 2.18. Old Style Typeface .......................................................................... 20

Gambar 2.19. Transitional Typeface .................................................................... 20

Gambar 2.20. Modern Typeface ............................................................................ 21

Gambar 2.21. Slab Typeface ................................................................................. 21

xiv

Gambar 2.22. San Serif Typeface .......................................................................... 21

Gambar 2.23. Script Typeface ................................................................................ 22

Gambar 2.24. Komponen Grid .............................................................................. 24

Gambar 2.25. Struktur Grid ................................................................................... 25

Gambar 2.26. Visual Metafora ............................................................................... 27

Gambar 2.27. Judul Film ....................................................................................... 28

Gambar 2.28. Branding Siaran .............................................................................. 28

Gambar 2.29. Show Packages ................................................................................ 29

Gambar 2.30. Struktur Cross Communication ....................................................... 35

Gambar 3.1. Sampel Menggunakan Rumus Slovin ............................................... 39

Gambar 3.2. Usia Responden ................................................................................. 40

Gambar 3.3. Pekerjaan responden ......................................................................... 40

Gambar 3.4. Responden Memiliki Tabungan Sendiri ........................................... 41

Gambar 3.5. Uang Bulanan Responden ................................................................. 41

Gambar 3.6. Pengalaman Uang Minus Responden ............................................... 42

Gambar 3.7. Responden Mandiri Secara Finansial ................................................ 42

Gambar 3.8. Tujuan Menabung Responden .......................................................... 43

Gambar 3.9. Pengeluaran Terbanyak Responden .................................................. 44

Gambar 3.10. Responden Mengelola dan Mengatur Uang Sendiri ....................... 45

Gambar 3.11. Kesulitan Responden Merencana dan Mengelola Uang ................. 45

Gambar 3.12. Perencanaan Keuangan Responden ................................................ 46

Gambar 3.13. Rencana Responden Dalam Lima Tahun ........................................ 46

Gambar 3.14. Persentase Membuat Anggaran Pengeluaran Responden ............... 47

xv

Gambar 3.15. Pencatatan Keuangan Perhari Responden ....................................... 48

Gambar 3.16. Alasan Responden Tidak Mencatat ................................................. 49

Gambar 3.17. Alat Mencatat Keuangan Responden ............................................. 50

Gambar 3.18. Responden Mengetahui Aplikasi Finansialku ................................. 51

Gambar 3.19. Responden Menggunakan Finansialku ........................................... 51

Gambar 3.20. Pengetahuan Responden Terhadap Aplikasi ................................... 52

Gambar 3.21. Pengguna Aktif Finansialku ............................................................ 52

Gambar 3.22. CEO Finansialku Melvin Mumpuni, CFP....................................... 56

Gambar 3.23. Gambar deskripsi dan Video Finansialku ....................................... 57

Gambar 3.24. Feed Instagram Finansialku ............................................................ 58

Gambar 3.25. X-banner Finansialku ...................................................................... 59

Gambar 3.26. FGD Mahasiswa UMN ................................................................... 62

Gambar 3.27. FGD Karyawan PT. Kejora Cipta Kreasi ........................................ 65

Gambar 3.28. Studi Existing .................................................................................. 67

Gambar 3.29. SWOT ............................................................................................. 67

Gambar 4.1. SWOT Finansialku ............................................................................ 72

Gambar 4.2. Mindmap Big Idea ............................................................................. 73

Gambar 4.3. Mindmap Isi Pesan ............................................................................ 74

Gambar 4.4. Brainstorming Visual Pesan .............................................................. 75

Tabel 4.1. Tabel AISAS ......................................................................................... 76

Tabel 4.2. Tabel Pelaksanaan AISAS .................................................................... 77

Gambar 4.5. Moodboard ........................................................................................ 78

Gambar 4.6. Font Neo Sans ................................................................................... 78

xvi

Gambar 4.7. Ilustasi Vector ................................................................................... 79

Gambar 4.8. Sketsa Visual ..................................................................................... 80

Gambar 4.9. Modular Grid .................................................................................... 80

Gambar 4.10. Sketsa Visual ................................................................................... 81

Gambar 4.11. Alternatif Visual .............................................................................. 82

Gambar 4.12. Visual Akhir Tahap Attention ......................................................... 83

Gambar 4.13. Visual Akhir Tahap Interest & Search ........................................... 84

Gambar 4.14. Sketsa Storyboard ........................................................................... 85

Gambar 4.15. Storyboard Akhir ............................................................................ 86

Gambar 4.16. Grid Instagram Ad Story Attention .................................................. 88

Gambar 4.17. Instagram Ad Story Attention .......................................................... 89

Gambar 4.18. Pengaplikasian Instagram Ad Story Attention ................................. 89

Gambar 4.19. Pengeplikasian Instagram Ad Story Action ..................................... 90

Gambar 4.20. Pengaplikasian Instagram Ad Story Share ...................................... 91

Gambar 4.21. Grid Instagram Ad Post Interest ...................................................... 92

Gambar 4. 22. Grid Instagram Ad Post Interest ..................................................... 93

Gambar 4.23. Pengaplikasian Instagram Ad Post Interest ..................................... 93

Gambar 4.24. Instagram Fee .................................................................................. 95

Gambar 4.25. Instagram Story ............................................................................... 96

Gambar 4.26. Grid Wall Sticker MRT ................................................................... 97

Gambar 4.27. Wall Sticker MRT ........................................................................... 98

Gambar 4.28. Pengaplikasian Wall Sticker MRT .................................................. 99

Gambar 4.29. Scene 5 .......................................................................................... 100

xvii

Gambar 4.30. Scene 2 .......................................................................................... 101

Gambar 4.30. Scene 3 .......................................................................................... 101

Gambar 4.31. Scene 4 .......................................................................................... 102

Gambar 4.32. Scene 5 .......................................................................................... 103

Gambar 4.33. Scene 6 .......................................................................................... 103

Gambar 4.34. Scene 7 .......................................................................................... 104

Gambar 4.35. Scene 8, 9, 10, 11, 12, 13 .............................................................. 105

Gambar 4.36. Scene 14 ........................................................................................ 106

Gambar 4.37. Scene 15 ........................................................................................ 106

Gambar 4.38. Scene 16 ........................................................................................ 107

Gambar 4.38. Scene 16 ........................................................................................ 107

Gambar 4.29. Motion Graphic ............................................................................. 108

Gambar 4.30. Motion Graphic Youtube Ads ....................................................... 109

Gambar 4.31. Grid X-banner ............................................................................... 110

Gambar 4.32. Visual X-banner ............................................................................ 111

Gambar 4.33. Implementasi X-banner ................................................................. 112

Gambar 4.34. Twitter ........................................................................................... 113

Gambar 4.35. Facebook ....................................................................................... 114

Gambar 4.36. Notebook ....................................................................................... 115

Gambar 4.37. Tumbler ......................................................................................... 116

Gambar 4.38. T-shirt ............................................................................................ 117

Gambar 4.39. Totebag .......................................................................................... 118

Gambar 4.40. Pin ................................................................................................. 119

xviii

Gambar 4.41. Ballpoint ........................................................................................ 119

Gambar 4.42. Standee .......................................................................................... 120

xix

DAFTAR TABEL

Tabel 4.1. Tabel AISAS ......................................................................................... 76

Tabel 4.2. Tabel Pelaksanaan AISAS .................................................................... 77

Tabel 4.3. Tabel Budgetting ................................................................................. 121

xx

DAFTAR LAMPIRAN

LAMPIRAN A: FORM BIMBINGAN ............................................................. xvi

LAMPIRAN B: PENERAPAN ........................................................................ xvix