PERAN STRATEGIC PLANNER DALAM PENGENALAN PRODUK YAMAHA CLASSY SERIES MELALUI PRODUKSI IKLAN KOMERSIAL UNTUK BRAND AWARENESS DI KOTA MALANG

This client-centered final project examines the role of a strategic planner in designing and producing local commercial advertisements for Yamaha's new product, the Yamaha Classy Series, with the aim of increasing brand awareness among the people of Malang City. This phenomenon is derived from the Yamaha Classy Series products, which consist of the daily motorcycles Yamaha Fazzio Hybrid-Connected and Yamaha Grand Filano Hybrid-Connected, launched in 2022 and 2023. This series of motorcycles targets an audience aged 19-35 years, most of whom are active on social media, particularly Instagram. Therefore, the strategic planner designed an advertising strategy plan that maximizes the introduction of products related to the Yamaha Classy Series, prioritizing the design and features of the contemporary motorbike to reflect the target audience and increase public brand awareness. The implementation method of this final project includes interviews with the promotion division team of Yamaha Head Office Malang, observation, and KPI analysis involving questionnaires and the evaluation of advertisement performance on Instagram. Before producing this advertisement, it is necessary to conduct a competitor analysis, target audience analysis, and SWOT matrix analysis to accurately determine Yamaha's position in the market and the needs of the target audience so that the strategic planner can create a strategy that addresses the client's problems. The research results show that the strategic planner successfully solved the client's problems, as evidenced by the advertisement brief that aligned with the problem statement and other data processing results, which produced the first local advertisement for Yamaha Area Malang with a storyline and minimalist concept. The strategic planner achieved the goal of increasing brand awareness, as evidenced by KPI results showing that the "Classykin Gayamu" advertisement outperformed previous content on Instagram Yamaha Friends. From the satisfaction survey questionnaire filled out by 43 respondents in person, the majority of respondents rated it as very interesting or interesting.