DESIGN OF COMMERCIAL GOJEK CAMPAIGN BY LIFTING THE UNDERAGE DRIVER PHENOMENON

• Main Author: Afif, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39237
• Institution: Institut Teknologi Bandung

Gojek as a pioneer of online motorcycle taxis in Indonesia has a role to realize one of the pillars of its company which is social impact. With that the author will design a Gojek commercial campaign that raises social issues, namely underage drivers. Every year victims of accidents involving underage motorists continue to increase. Based on the analysis, the root of this problem is because parents give private vehicles to children who are still not old enough for various reasons. From that phenomenon Gojek company as a company engaged in ride-hailing-based transportation services can hold a commercial campaign that contains elements of education as a solution to the problem of this phenomenon. Parental behavior that gives their children private vehicles before their time can be analyzed through expert interviews, target interviews, and literature studies. Such harmful behavior can be given education and solutions through the commercial campaign of Gojek with the right information. Information provided about the dangers of allowing underage children to drive and provide Gojek as a solution. Through a marketing campaign with the value of education that is packaged using the right communication and education strategy, changes in parental behavior that allows children to drive underage will gradually improve.