“Increasing the Awareness of Transjakarta's Benefits in Avoiding

“Increasing the Awareness of Transjakarta’s Benefits in Avoiding Traffic Jam through Video Campaign using AIDA Marketing Model”

By: Giovanni Angelina Hosen 009201400029

Thesis Supervisor: Remandhia Mulcki, S.Sn., M.Ds. Abhirama S.D. Perdana, S.Pd., M.Ed., MComn&MediaSt.

PANEL OF EXAMINER APPROVAL SHEET

The Panel of Examiners declare that the thesis project entitled “Increasing the Awareness of Transjakarta’s Benefits in Avoiding Traffic Jam through Video Campaign using AIDA Marketing Model” that was submitted by Giovanni Angelina Hosen majoring in Visual Communication Design from the Faculty of International Relations, Communication and Law was assessed and approved to have passed the Oral Examinations on February 2018.

Dindin Dimyati, S.Sos., M.M. Chair Panel of Examiner

Mohammad Raudy Gathmyr, Zita Nadia, S.Ds, M.Ds

S.Sos, M.Si

Examiner 1 Examiner 2

THESIS ADVISER RECOMMENDATION LETTER

This thesis project entitled “Increasing the Awareness of Transjakarta’s Benefits in Avoiding Traffic Jam through Video Campaign using AIDA Marketing Model” prepared and submitted by Giovanni Angelina Hosen in partial fulfillment of the requirements for the degree of Bachelor of Communication in the Faculty of International Relations, Communication and Law has been reviewed and found to have satisfied the requirements for a thesis project fit to be examined. I therefore recommend this thesis for Oral Defense.

Cikarang, Indonesia February 14th 2018

Abhirama S.D. Perdana, S.Pd., Remandhia Mulcki,

M.Ed., MComn&MediaSt. S.Sn,. M.Ds.

Adviser 1 Adviser 2

DECLARATION OF ORIGNALITY

I declare that this thesis project, entitled “Increasing the Awareness of Transjakarta’s Benefits in Avoiding Traffic Jam through Video Campaign using AIDA Marketing Model” is, to the best of my knowledge and belief an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia February 14th 2018

Giovanni Angelina Hosen

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ABSTRACT

Traffic jam in Jakarta is not getting any better throughout the years. The reason is that the number of private vehicles keep increasing. As the solution, the government of Jakarta’s created TransJakarta that has buses with their own lanes. However, the number of TransJakarta’s passengers are still considered as low. As a graphic designer, the writer would like to increase the people of Jakarta’s awareness about TransJakarta’s benefits in avoiding traffic jam, so they would like to ride TransJakarta as their main transportation. To increase the people of Jakarta’s awareness, the writer would like to create a video campaign that has a persuasive value. The video campaign will show TransJakarta’s benefits in avoiding traffic jam, and it will be uploaded on YouTube and Line because these two medias currently have many users in Indonesia.

ACKNOWLEDGEMENTS

First of all, I would like to deliver my biggest gratitude to Jesus Christ, who have given me the opportunity to finish this thesis all by His grace. I would like to thank Mr. Remandhia Mulcki as my advisor for guiding me patiently and encouraging me not to give up. I am also grateful to have Mr. Abhirama Swastyayana as my advisor from Communications Department, for his trust, patience and guidance these past months. I would like to express my gratitude to the following people too, for their support during the process of finishing my thesis project. 1. To my mother, father, brother and sister, thank you for all of your love and support. 2. My biggest gratitude to my friend Johanes for helping the whole process of the video shooting, and to Debora, Gloryan, Richard, Yeremia and Kim for the willingness in being the actors of my video campaign. This video campaign will never be created without your help, I could not thank you enough. 3. Thank you to Jessica, James, Regina, and Marlen for the support, help and companionship. I could not imagine going through the process of finishing my thesis without you all. 4. To my fellow VCD Batch 2014 students, thank you for everything. I could manage to go this far thanks to all of you. I am very grateful to have you guys as my classmates for three to four years. I love you all.

Regards, Giovanni Hosen

Table of Contents

PANEL OF EXAMINER APPROVAL SHEET ...... i THESIS ADVISER RECOMMENDATION LETTER ...... ii DECLARATION OF ORIGNALITY...... iii ABSTRACT ...... iv ACKNOWLEDGEMENTS ...... v Table of Contents ...... vi List of Tables...... ix List of Figures ...... x CHAPTER I INTRODUCTION ...... 1 1.1 Background ...... 1 1.2 Specific Problem Identified...... 3 1.3 Target User Profile ...... 4 1.4 Project Objectives ...... 4 CHAPTER II LITERATURE REVIEW ...... 5 2.1 Basic Design Theory ...... 5 2.1.1 Videography ...... 5 2.1.1.1 Steps of Making a Video ...... 5 2.1.1.1.2 Pre-Production of a Video ...... 7 2.1.1.1.3 Production of a Video ...... 9 2.1.1.1.3.1 Compositional Metafunction ...... 10 2.1.1.1.3.2 Basic Rule of Composition in Videography ...... 10 2.1.1.1.3.3 Interactional Metafunction ...... 12 2.1.1.1.3.3.1 Camera Angles ...... 13 2.1.1.1.3.3.2 Camera Shots ...... 14 2.1.1.1.3.4 Camera Movement ...... 17 2.1.1.1.3.5 Moving Shots ...... 19 2.1.1.1.3.6 Cinematic Continuity ...... 21 2.1.1.1.4 Post-Production of a Video ...... 22 2.1.1.1.4.1 Sound in Videography ...... 23 2.1.1.2 Video Campaign ...... 24 2.1.1.3 Video as a Persuasive Medium ...... 26

2.1.2 Color Theory ...... 27 2.1.2.1 Color Grading in Videography ...... 27 2.1.2.2 Color as Persuasive Technique ...... 31 2.1.3 Typography in Videography ...... 32 2.1.3.1 Decorative Type in Videography ...... 35 2.2 Research Methodology...... 35 2.3 Review on Previous Design Projects ...... 36 2.4 Theoretical Framework ...... 39 2.5 Research Statement ...... 42 CHAPTER III METHODOLOGY ...... 43 3.1 Design Research Method ...... 43 3.2 Chart Flow ...... 46 3.3 Scope and Limitations ...... 47 3.4 Data Collection...... 47 3.4.1 Pictures Collected...... 48 3.4.2 Qualitative Data Collected ...... 49 3.5 Measurement ...... 58 3.6 Data Analysis ...... 60 3.7 Research Outcome ...... 61 CHAPTER IV PROJECT DEVELOPMENT AND RESULT ...... 62 4.1 Proposed Design Solution ...... 62 4.2 Significance of Project ...... 63 4.3 Design Execution ...... 63 4.3.1 Preparation ...... 63 4.3.2 Design Process ...... 65 4.3.3 Design Outcome ...... 76 4.3.3.1 Video Campaign ...... 76 4.3.3.2 Video Thumbnail ...... 103 4.3.3.3 Posters ...... 103 4.3.3.4 Pin Badge ...... 106 4.4 Financial Statement ...... 107 4.5 User Testing ...... 108

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CHAPTER V CONCLUSION AND RECOMMENDATIONS ...... 115 5.1 Conclusion ...... 115 5.2 Recommendations ...... 115 5.3 Limitation and Future Plans ...... 116 REFERENCES ...... xiii APPENDIX I INTERVIEW TRANSCRIPT ...... xvii Interview I ...... xvii Interview II ...... xxi Interview III ...... xxv Interview IV ...... xxviii Interview V...... xxxi Interview VI ...... xxxvi APPENDIX II LIST OF DEFINITION ...... xlii

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List of Tables

Table II-1 Colors and its meaning (Bellantoni, 2005) ...... 31 Table III-1 Interview Timeline ...... 47 Table III-2 Interview with Johanes Parlindungan Hutagalung ...... 51 Table III-3 Interview with Regina Valeria ...... 53 Table III-4 Interview with Raihan Nadhifa ...... 54 Table III-5 Interview with Chris Sandi ...... 56 Table III-6 Interview with Mr. Wibowo ...... 58 Table III-7 Measurement of TransJakarta's Quality ...... 59 Table IV-1 Tools for Video Shooting ...... 64 Table IV-2 Application of AIDA on the Screenplay ...... 66 Table IV-3 Actors and Their Role...... 67 Table IV-4 Screenplay of the Video Campaign ...... 71 Table IV-5 Shooting Timeline ...... 74 Table IV-6 Financial Statement ...... 107 Table IV-7 User Testing Interview Timeline ...... 108 Table IV-8 User Testing Interview ...... 113

List of Figures

Figure II.1 Diagram of Film-making’s Process ...... 7 Figure II.2 Paradigm of Screenplay ...... 8 Figure II.3 The Flow of Act I to Act III including Plot Points ...... 9 Figure II.4 Keep the eyes on the upper-third line even if the top of the head or hair must be cut...... 11 Figure II.5 The correct framing of look room ...... 12 Figure II.6 Vertical Angle...... 13 Figure II.7 Horizontal Angle...... 14 Figure II.8 Full Shot ...... 15 Figure II.9 Two Shot ...... 16 Figure II.10 Medium Shot ...... 16 Figure II.11 Camera Panning ...... 18 Figure II.12 Camera Tilting...... 18 Figure II.13 Camera Moving In and Out ...... 19 Figure II.14 Example of Tracking ...... 20 Figure II.15 Example of Countermove ...... 20 Figure II.16 AIDA Model ...... 25 Figure II.17 Example of Color Grading ...... 28 Figure II.18 Additive Color ...... 29 Figure II.19 Saturation ...... 30 Figure II.20 Example of Yellow and Blue tone application in a video ...... 32 Figure II.21 Example of Typography in a video ...... 34 Figure II.22 Sans Serif ...... 34 Figure II.23 Gojek's Youtube Advertisement ...... 37 Figure II.24 Grab's YouTube Advertisement ...... 37 Figure II.25 All New Fortuner 2016's YouTube Advertisement ...... 38 Figure II.26 Suzuki Ertiga's YouTube Advertisement ...... 39 Figure II.27 Uber's YouTube Advertisement ...... 39 Figure II.28 Perceptual Map for Transportation Options’ Strengths ...... 41 Figure II.29 Perceptual Map for Transportation Options’ Video Production Quality ...... 42 Figure III.1 Chart Flow of the Process of Creating this thesis’ Video Campaign46 Figure III.2 Interview with Johanes Parlindungan Hutagalung ...... 48 Figure III.3 Interview with Regina Valeria ...... 48 Figure III.4 Interview with Raihan Nadhifa ...... 48 Figure III.5 Interview with Chris Sandi...... 49 Figure III.6 Interview with Mr. Wibowo ...... 49 Figure IV.1 Application of AIDA, the Visual and Mood in the Video ...... 62 Figure IV.2 Tools for Video Shooting ...... 65 Figure IV.3 Storyboard of the Video Campaign ...... 74 Figure IV.4 Promotional Items' Sketches ...... 75

Figure IV.5 Scene 1 – Sunlight through leaves ...... 76 Figure IV.6 Scene 2 – Bright room with morning sunlight ...... 77 Figure IV.7 Scene 2 – Alarm @ 6M, "Work at 8AM" ...... 77 Figure IV.8 Scene 2 – The actor sits on his bed ...... 78 Figure IV.9 Scene 2 – The actor brushes his teeth...... 78 Figure IV.10 Scene 2 – The actor buttons up his shirt ...... 79 Figure IV.11 Scene 2 – The actor closes the door ...... 79 Figure IV.12 Scene 3 – The actor open his car's door ...... 80 Figure IV.13 Scene 2 – Car leaving ...... 80 Figure IV.14 Scene 4 – Traffic jam ...... 81 Figure IV.15 Scene 4 – The actor checks on his phone ...... 81 Figure IV.16 Scene 5 – The actor runs along the corridor ...... 82 Figure IV.17 Scene 5 – Out of cinema, friends are leaving ...... 82 Figure IV.18 Scene 5 – The actor smiles, scratches his neck ...... 83 Figure IV.19 Scene 5 – The actor’s friends leaving one by one ...... 83 Figure IV.20 Scene 6 – The actor’s girlfriend drinks from empty glass ...... 84 Figure IV.21 Scene 6 – The actor’s girlfriend checks on her watch ...... 84 Figure IV.22 Scene 6 – Empty seat...... 85 Figure IV.23 Scene 6 – Johan reads the post it ...... 85 Figure IV.24 Scene 6 – The post it ...... 86 Figure IV.25 Scene 7 – Traffic jam ...... 86 Figure IV.26 Scene 7 – The actor looks to his right ...... 87 Figure IV.27 Scene 7 – The actor sees TransJakarta passing by ...... 87 Figure IV.28 Scene 8 – Apartment building and the sky ...... 88 Figure IV.29 Scene 8 – The actor opens the door harshly ...... 88 Figure IV.30 Scene 8 – The actor throws his wallet ...... 89 Figure IV.31 Scene 8 – The actor frowns while sitting on the bed...... 89 Figure IV.32 Scene 8 – The actor sees his wallet ...... 90 Figure IV.33 Scene 8 – A Flazz card coming out of the wallet ...... 90 Figure IV.34 Scene 8 – The actor seeing the Flazz card ...... 91 Figure IV.35 Scene 9 – The actor walks passing by his car ...... 91 Figure IV.36 Scene 10 – The actor has arrived at office ...... 92 Figure IV.37 Scene 10 – The time shows 7:43 ...... 92 Figure IV.38 Scene 11 – The actors’ friends laughing ...... 93 Figure IV.39 Scene 11 – The actor laughing with his friends ...... 93 Figure IV.40 Scene 12 – The actor walks on a footbridge ...... 94 Figure IV.41 Scene 12 – The actor taps the Flazz card ...... 94 Figure IV.42 Scene 12 – The machine shows Rp. 3,500 ...... 95 Figure IV.43 Scene 13 – The actor waits for and enters the bus ...... 95 Figure IV.44 Scene 14 – The actor walks inside the bus ...... 96 Figure IV.45 Scene 14 – The actor standing beside his ex-girlfriend ...... 96 Figure IV.46 Scene 14 – The actor’s ex-girlfriend fell onto the actor ...... 97 Figure IV.47 Scene 14 – The actor and his ex-girlfriend looking at each other .. 97

Figure IV.48 Scene 15 – #DontTakeYourTime ...... 98 Figure IV.49 Scene 15 – Take TransJakarta ...... 98 Figure IV.50 Scene 15 – TransJakarta’s logo ...... 99 Figure IV.51 Application of Orange Tone in the Video ...... 99 Figure IV.52 Application of Yellow Tone in the Video ...... 100 Figure IV.53 Application of Red Tone in the Video ...... 100 Figure IV.54 Application of Dark Mood in the Video ...... 101 Figure IV.55 White/ Bright Light Transition in the Video ...... 101 Figure IV.56 Application of Typography in the Video ...... 101 Figure IV.57 Timeline of the Video Campaign ...... 102 Figure IV.58 Video Campaign's Thumbnail on YouTube ...... 103 Figure IV.59 The Video Campaign's First Poster ...... 104 Figure IV.60 The Video Campaign’s Second Poster ...... 105 Figure IV.61 Pin Badge ...... 106

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CHAPTER I

INTRODUCTION

1.1 Background Traffic jam is not something new in Jakarta, Indonesia. According to a new study, Jakarta is named as the city with the worst traffic jam among other 78 international cities in the world in 2015 (JakartaGlobe, 2015). A research held by INRIX, a traffic congestion analyzer based in Washington, USA, revealed that car riders in Jakarta spend a total of 55 hours trapped in traffic for a year (Hardoko, 2017).

Land Transportation Statistics from BPS - Statistics Indonesia stated that, between the periods of 2010-2014, the number of motor vehicles increases rapidly about 9.93 percent annually. The increase in the number of vehicles happened in all types of vehicles every year. The significant increase in the number of vehicles happened on the motorcycle about 10.54 percent per year followed by passenger cars and truck each 8.75 percent and 4.46 percent (Statistics, 2016, p. 13). Due to the rapid increase in the number of vehicles every year, traffic jam is an issue that cannot be stopped, yet. However, instead of stopping traffic jam, there are a few ways to avoid it. As the writer had experiences in avoiding traffic jam, the writer found one of the ways, which is by using a public transportation that is provided by Jakarta’s government, which is TransJakarta.

TransJakarta is a Bus Rapid Transit (BRT) system or better known as "Busway" that have been operating since January 15th, 2004. TransJakarta Busway have their own lanes where another vehicles other than TransJakarta buses cannot cross. TransJakarta is expected to be an alternative for the people in Jakarta to switch from private vehicles to public transport in order to reduce the rate of traffic congestion. However, the number of public transport users in Jakarta is still low. On May 22nd 2017, the chairman of City Transportation Council, Iskandar Abubakar said that the

1 people of Jakarta only use public transport for 24 percent of their trip, and use private vehicles for the rest (Puspita, 2017).

People have their own perspective in seeing TransJakarta, both positively and negatively. Therefore, in order to change the perceptions of how people see TransJakarta from negative to positive, there has to be a media, which is a video campaign, to show and prove the good things and benefits of taking TransJakarta. The video must provide every good information needed, to show people that TransJakarta is a really effective way in avoiding traffic jam, and show that TransJakarta give many benefits to the users compared to using private vehicles.

TransJakarta actually has made a promotional video, uploaded on their YouTube channel on April 4th, 2017. The video showed what kind of facilities are provided by TransJakarta, from the facilities in the bus stops to inside the bus itself. However, the video gained only 4.947 views in six months. According to BPS - Statistics Indonesia, there are 1.590.443 citizens in Jakarta whose age are around 15-24 years old. That means, out of 1.590.443 people of Jakarta in their age 15-24, only 3.21 percent have watched the promotional video (Statistics, BPS-Statistics Indonesia Jakarta Province, 2015).

As a Visual Communication Design student, the writer have the desire to contribute in giving something using the knowledge the writer have received through the study in Visual Communication Design major, in order to help Jakarta’s provincial government to attract more people to ride TransJakarta. The writer is planning to make a persuasive video campaign. Through this research, the writer is expecting that this video can increase the awareness of TransJakarta’s benefits in avoiding traffic jam to the people of Jakarta. The existing promotional video made by TransJakarta does not show that Busway is one of the ways to avoid traffic jam in Jakarta. So, the writer has the urge to create a more effective video and get more people of Jakarta watch it.

The video is planned to be uploaded on the current most used social media in Indonesia, which are YouTube and Line. A survey by GlobalWebIndex wrote that

2 as of the fourth quarter of 2016, 40 percent of the total population in Indonesia were active social media users. YouTube ranks first with 49 percent penetration rate, below YouTube there is LINE with 30 percent rate (GlobalWebIndex, 2016). Through these social media, the writer expects that more people will watch the video and be aware of TransJakarta.

The writer is going to use qualitative research methodology which is the interview method in completing this thesis, the reason is that the writer would like to get the specific and detailed information to understand the reasons why there are many people of Jakarta who do not ride TransJakarta, as discussed on previous paragraph. The writer hopes that this thesis could be a reference for other people to make video campaigns that have a persuasive value, also through this thesis, the people of Jakarta would be more aware of the benefits of TransJakarta in avoiding traffic jam.

1.2 Specific Problem Identified Based on the background that has been written, the problem can be identified as Jakarta is one of the cities in the world with the worst traffic jam, the number of public transport users in Jakarta is still low, and the current official promotional video by TransJakarta does not show the effectiveness of taking TransJakarta in order to avoid traffic jam.

The research questions can be determined as follows:

1. How to create a persuasive video campaign to make people be more aware of TransJakarta’s benefits in avoiding traffic jam? 2. How to create a persuasive video campaign to make people more willing to take TransJakarta in order to avoid traffic jam?

1.3 Target User Profile The target user profile of this thesis are: 1. Digital natives in Jakarta who are around 15 to 25 years old. 2. Digital natives in Jakarta who do not know much about TransJakarta and who do not want to ride TransJakarta. 3. Digital natives in Jakarta who are active in social media such as YouTube, and Line.

1.4 Project Objectives The objectives of this thesis are:

1. To make the people of Jakarta be more aware about TransJakarta’s benefits in avoiding traffic jam through a video campaign. 2. To persuade the people of Jakarta to ride TransJakarta in avoiding traffic jam through a video campaign.

CHAPTER II

LITERATURE REVIEW

2.1 Basic Design Theory In this chapter, the writer will explain about the theories that are going to be used in this thesis and in making the video campaign.

2.1.1 Videography According to Kiger (1972) videography is about a newly emerging production medium which uses techniques from the film aesthetic and the television technology (Kiger, 1972). York (2004) stated that video is a brilliant communication medium that lets us express ourselves in another ways compared to another media. Television is something widespread in our society lately. It is a very amazing advantage that video makers have the chance to use the same medium that the great television and film producers have used to reach the masses, through videography. Video is powerful. Video is the closest thing to being there. To share information, there is no other medium that can be compared with video. It overwhelms the senses by delivering rich moving images and high fidelity sound (York, 2004).

2.1.1.1 Steps of Making a Video There are a few processes that must be done to create a successful video. Pre-production is the process before shooting the video, production is the shooting video process, and post-production is the process after recording the video. According to York (2004), before setting the light, before recording using the camera, even before writing the script, two essential steps must be taken if the video is to find and follow its true course. First, clearly define the concept. Second, write a concise treatment. A concept states the program’s main message, and the manner that will be delivered to the video maker’s primary audience. Later, while

5 navigating the winding curves of production, the concept will be used as the video’s destination. A treatment is the video’s purpose, storyline and style in a written summary. It will become the road map. These tools will help the video maker stay in contact with the video’s direction step by step. These are probably the most neglected steps of pre-production, but if these steps are conscientiously be pursued on every project, no matter how simple they are, they will save time and add polish, setting the work in motion to new horizons of quality. The video maker have to decide the real concept. Once the target market and message are known, the video maker still needs to consider the production’s style, or the best way in which to transfer the message. This will eventually include lighting style, shooting style, acting, make up, wardrobe, and many more of other factors. However, before doing that, the video maker have to find out how to get the viewer’s attention and keeping it (York, 2004).

York (2004) wrote that a hook is the attention-getting aspect that steals viewers away from their busy day, and into the product. In every communication medium, the need for a good hook is the same, whether it is an advertisement, a training video or a popular song. Human beings are very busy creatures, they have to be seduced into giving their attention away. After delivering this interesting hook and convincing them to look, the video maker must follow through and give them a storyline that will keep their interest for the whole duration of the program. There are a few ways to tie and keep the viewers’ attention, they are shock value, self- interest, visual stimulation, glitz and glamour, and comedy. Shock value is a form of communication that will trigger a reaction of shock. Self-interest is focusing on one’s own needs or interests. Visual stimulation is the usage of kaleidoscopic imagery and lightning fast cuts like in beer commercials and music videos. Glitz and glamour is the usage of something or someone that is eye-catching because of appearance and money. Comedy is a work that is intended to be humorous (York, 2004).

Figure II.1 Diagram of Film-making’s Process (Miller, 2015).

2.1.1.1.2 Pre-Production of a Video Pre-production is the process before shooting the video. According to York (2004), good writing is a start of good video. The moment one start recording something with a camera, he/she is starting to tell a story. Whether if one is shooting the science fiction, documenting a wedding or producing a short public service announcement, they are still telling a story. So before beginning, the video maker should first consider what message is going to be conveyed, and then sort the audience. If the video maker do not know what they are trying to say or whom they are trying to reach, it will be hard to get the message delivered. A long description and dialogue in a video shows that some writing is notably absent. When writing for video, things need to be showed, not only talk about them. Long passages of narration needs to be skipped. Use different camera angles or shots of the same scene to highlight what is tried to be emphasized (York, 2004).

Field (2005) defined screenplay as a story told with pictures, in dialogue and description, and placed within the context of dramatic structure. This means that the writer have to write clearly the story, moments, actions and emotions that happen in the video, so that they will be transparent to the readers (Long, 2017). Screenplays have a basic linear structure as shown in Figure II.2 and briefly

7 discussed below. The linear structure creates the form of the screenplay because it holds all the individual parts or elements of the storyline in place. Screenplays have a definite beginning, middle and end, but not necessarily in that order. This is the basic linear structure of screenplay.

Figure II.2 Basic Linear Structure of Screenplay (Field, 2005).

Act I is the beginning, the space that holds the content in place, it is known as Set-Up. In the first seconds of a video, audience can usually determine, either consciously or unconsciously, whether they like or do not like the video by that time. If they do not understand what is going on, if the opening is boring or vague, their focus and concentration will start faltering and wandering.

Act II is held together with the dramatic context, known as Confrontation. During this second act, the main character encounters obstacle after obstacle that holds him/her from achieving his/her need, that is defined as what the character wants to achieve during the screenplay. Act II is where the character has to deal with surviving the obstacles put in front of him/her. All drama is conflict. Without conflict, there is no action. Without action, there is no character. Without character, there is no story. And without story, there is no screenplay.

Act III is held together with the dramatic context known as Resolution. It goes from the end of Act II to the end of the screenplay. Field (2005) thinks that it

8 is important to remember that resolution does not mean it is the ending, resolution means solution. Act III is the unit of action that resolves the story.

Act I as the beginning and the Set-Up, Act II as the middle and the Confrontation, and Act III as the end and Resolution. The relationship between these parts is the one that makes up the whole. How to connect the three Acts together? The answer is by creating a Plot Point at the end of both Act and Act II. A Plot Point is defined as any episode, event or incident that links into the action and spins it around in another direction. Plot points have a very essential purpose in the screenplay, which is they are a major story progression that keep the story line anchored in place. Plot points do not have to be big scenes, they can be quiet scenes that show that a decision is made (Field, 2005).

2.1.1.1.3 Production of a Video

Figure II.3 The Flow of Act I to Act III including Plot Points (Moura, 2015).

Production is the process of shooting the video. According to York (2004), the images a video maker record will be the building blocks and foundation of the video productions. As the foundation, how shots are composed needs to be planned thoughtfully. A well-composed shot will grab and hold the viewer's attention. It will also influences the comfort level of the audience or the mood of the scene. If the video maker done it right, the composition will not draw attention to itself. It will propagandize a sense of stability and normalcy instead. However, a poorly

9 composed shot will have the opposite effect. It will distract the audience, or even worse it will make a scene unwatchable, entirely (York, 2004). In this section, basic composition guideline and shooting techniques that experts use as their foundation will be explained.

2.1.1.1.3.1 Compositional Metafunction Composition, visually is a set of rules that are enabling the words to be arranged in a grammatical way so that they make sense to the reader. Harrison (2003) explained that there are several elements of compositional metafunction (Harrison, 2003).

1. Information value means taking on different information roles is allowed by the placement of represented participants. 2. Salience is the ability of a represented participant to grab and capture the attention of the viewer. 3. Framing is how represented participants are framed will affect whether they are seen as separate or connected. 4. Modality means how one feel about the validity and reliability of the visual message. Images with lesser modality can be seen less real than the ones with higher modality.

2.1.1.1.3.2 Basic Rule of Composition in Videography There are several rules of composition in videography, but the writer will only explain the rule of thirds since it is the one that will be used in this thesis. York (2004) defined rule of thirds as a basic rule of composition. It will give the video maker ideas on where to place the subject on the frame. The rule of thirds will help giving a more compelling picture. Though one wants to position the subject dead center on the screen, the rule of thirds will give a more compelling picture. First, imagine that there are two vertical and two horizontal lines dividing the viewfinder into thirds, like tic-tac-toe board. The rule of thirds will suggest that

10 the main subject in the shot have to be on one of the points where the imaginary lines intersect. The result of the image will be a lot stronger than if the subject is simply placed in the crosshairs, here is the picture example.

Figure II.4 Keep the eyes on the upper-third line even if the top of the head or hair must be cut (York, 2004).

The person's eyes will be the main focal point when videotaping a person. Whether using a close up or a wide shot, the shot will look better composed with the person's eyes fall on one of the uppermost intersections. Frame someone looking screen left on the right third of the screen. It will place the subject slightly off center and will build in another element of composition called "look room”.

Look room is the space left in front of someone's face on the screen. The space gives a room to breathe for the person, also gives the impression that the person is talking to or looking at someone off screen. The amount of look room necessary depends the angle of the subject to the camera. Moving objects require a similar application called “lead room.” It allows extra space in front of a moving car so the viewer can see that the subject has some place to go. Head room is the amount of space between the top of the frame and the top of someone’s head. When there is too much space, the person will appear like it is sinking in quicksand. If there is not enough room, the person will seem in danger, like about to bump his head. By positioning the subject’s eyes on the top third imaginary line, it will build the proper amount of headroom (York, 2004).

Figure II.5 The correct framing of look room (York, 2004).

York (2004) said that many composition pitfalls lie in the subject’s environment. The objects in the background may all cause problems. The video maker needs to be aware of trees, lamps or other objects that are directly behind the subject. A power line running through the frame may appear like it is going in one of the subject’s ears, and out the other. Be careful not to shoot any of such visual distractions. A good composition is a means to an end. If it is done well, the audience will not notice it. It should help create a mood or a sense of normalcy and stability instead (York, 2004). In this thesis’ video, the writer will use the rule of thirds to shoot the actor or subject.

2.1.1.1.3.3 Interactional Metafunction The theory of interpersonal metafunction by Kress & Leeuwen (1996, cited in Harrison, 2003) explained that any semiotic mode needs to be able to show what the relations between a sign’s producer and the sign’s receiver or reproducer are. That is, any mode needs to be able to represent a specific social relation between the producer, the viewer and the represented object (Harrison, 2003). To be able to do that, a video maker can play around with the camera angles. The writer will explain about several types of most used camera angles and shots in the world of videography that will also be used in this thesis.

2.1.1.1.3.3.1 Camera Angles Camera height is always mentioned as one of the most important things to show expression in cinematography. According to Kress & Leeuwen (2006), a high angle is used to make the subject look small and insignificant, meanwhile a low angle will make it look awesome and impressive. ‘Low angles in general, give an impression of exaltation, triumph and superiority. High angles are likely used to shrink the individual, to reduce him to ground level flattening him morally, to deliver him as caught in a hopeless determinism’ (Martin, 1968). But this may leave the viewer out of the picture. To say it in a different way, when a represented participant is seen from a high angle, it means the represented participant is seen from the power’s point of view. In other words, the relation between the represented participants and the interactive participants is described as one where the interactive participant has power over the represented participant. If the represented participant is seen from a low angle, then the relation between the interactive and represented participants is depicted as one in which the represented participant has power over the interactive participant. And finally, if the picture is at eye level, it means one of equality and there is no power difference involved in the point of view (Kress & Leeuwen, 2006).

Figure II.6 Vertical Angle.

Kress & Leeuwen (2006) explained that horizontal angle is a relation’s function between the frontal plane of the image-producer and the frontal plane of the represented participants. The two can either diverge from one another, form an angle, or aligned with one another, be parallel. The image can have either an oblique of a frontal point of view. The difference between the frontal and the oblique angle is the detachment and involvement’s difference. The horizontal angle encrypts whether the represented participants and the image-producer are involved with each other or not. The frontal angle is like saying, ‘What you are seeing here is something we are involved with, a part of our world.’ The oblique is like saying, ‘What you are seeing here is their world, it is something we are not involved with, not a part of our world.’ The viewers have no choice, they have to see these represented participants as they have been described (Kress & Leeuwen, 2006).

Figure II.7 Horizontal Angle.

2.1.1.1.3.3.2 Camera Shots Brown (2012) wrote that thinking of “building” a scene is something useful. A video maker can consider that he/she is collecting the elements to be used in order to make the scene, since they make scenes one shot at a time. Building

14 blocks of a scene are the visual aspects of film’s language. There are several shots, the basic building blocks of film grammar (Brown, 2012).

Wide shot is any frame that shows the entire scene, all relative to the subject. For example, when “Wide shot — the Indonesian Countryside” is written on the script, it is obviously talking about a big panoramic scene that is recorded with a short focal length lens. It takes in all the eye can see. Meanwhile, when “Wide shot — Jessica’s room” is written, it is clearly a lot smaller shot yet still shows all or most of the room.

Full shot means showing the character from head to toe. It can be used for objects as well, for example a full shot of a car means showing the whole car. A shot that only shows the driver and the door will be considered as a medium shot.

Figure II.8 Full Shot (Brown, 2012).

Two shot means any frame that shows two characters. One of the most basic shot in storytelling would be a scene that shows the interaction between two characters. In the frame, the two characters do not have to be symmetrically arranged. They can be facing forward, facing each other, or both facing away from the camera, but the methods used will be the same in any case when dealing with this type of scene. The term three-shot means a shot of three characters, and so on.

Figure II.9 Two Shot (Brown, 2012).

One of the most important shots in videography vocabulary is Close Up. Variations of close ups are medium close-up that shows from top of head to waist or around that area. A close up is from the top of the head to area below the pockets of the shirt.

Medium shot is just like the wide shot, it is all relative to the subject. It is closer than a full shot, obviously. Examples of medium shots could be people at a restaurant’s table, or someone buying a drink, shown from the waist up. The people’s expressions and details of the how they are deressed can be seen clearly by being closer in to the action. Medium shot means the viewer is involved more in what the characters are doing and saying, without focusing on any particular detail or one particular character.

Figure II.10 Medium Shot (Brown, 2012).

Transitional shots could be the shots that are not parts of a scene themselves but is used to connect two scenes together instead. They might be shown at the beginning of a scene, at the end, or between scenes. This is a very simple example: a scene ends, played a shot of a sunset and then moved to the next scene. There are many other examples of transitional shots, they are like a visual code to the viewers to tell that the scene is ending. Scenes of the landscape or city are often used as transitional shots since they also add to the pace or mood and are visual generally, they do not have to make a special or particular point in order to be interesting.

2.1.1.1.3.4 Camera Movement Brown (2012) explained that along with editing, the most fundamental aspect that supports film and video from photography, painting, and other visual arts is the ability to move the camera. Moving the camera is not just about going from one frame to another. The movement itself, the trajectory, the pacing, the style and the timing in relation to the action, everything contributes to the feel and mood of the shot. The movements add a meaning and an emotional content of the subject. There are so many ways to move the camera. The most basic of camera moves, the pan and tilt, can be done in almost any mode, including handheld. Above the simple pan and tilt or zoom, an actual change of camera position in the shot are involved in most moves. Other than handheld, these kinds of moves need to involve some specific technologies and also the support of other people, such as team members. Here, the writer will explain about the types of camera movement that will be used for this thesis.

Pan or panoramic means to left or right horizontal movement of the camera. Pans will be easy to operate when done with a decent camera head. There is one operational limitation about panning, which is if the camera is panned too fast, it will create strobing effect, which will be very disturbing. According to the general rule of thumb, it should take at least three to five seconds for an object to move from a side of the frame to the other, with a shutter opening of 180 degrees and a frame rate of 24 or 25 fps.

Figure II.11 Camera Panning (SketchUp, n.d.).

Tilt means up or down movement without changing the camera’s position. The motion is similar to a person moving their head up and down. Tilt is a vertical move that is used much less frequently compared to pan.

Figure II.12 Camera Tilting (SketchUp, n.d.).

Move in and Move Out are ways of combining a scene’s wide shot with a tighter shot specifically. For the audience, this movement is used to present a view to look more dramatic rather than just cutting from wide shot to closer shot. It will get the viewers focus and will catch their attention more compared to just showing wide shot or cuts of scenes. Moving in toward the scene means that “this part is important for you to look at.”

Figure II.13 Camera Moving In and Out (SketchUp, n.d.).

Zoom is focal length’s optical change. Without moving the camera it moves the point of view, using the camera lense. A zoom is asking for attention to itself. It is important for the zoom to be motivated when it is used. Also, it is better for the zoom to be hidden. Hidden zoom is art. A zoom can be combined with a slight pan, a slight camera move, or with a move by the actors so it will not be that noticeable. The writer will combine all of these camera movements in the video to give more feels and make the video not boring (Brown, 2012).

2.1.1.1.3.5 Moving Shots Tracking is tracking along with a character or subject in the same direction. Most of the time, the movement is parallel and alongside. It is used to follow along behind the character, but these kinds of shots are not as influential as tracking alongside, that gives better emphasis to the background that is moving, also the motion’s sweep.

Figure II.14 Example of Tracking (Brown, 2012).

Countermove means that the camera is completely tied to and moves dependent on the subject. When the camera moves independently of the subject, it may add an additional element to the scene. It adds a movement counterpoint than can deepen the scene (Brown, 2012).

Figure II.15 Example of Countermove (Brown, 2012).

2.1.1.1.3.6 Cinematic Continuity According to Brown (2012), filming means shooting shots for them to be edited. It is not just about getting some amazing shots, shooting's main purpose is to serve the message, leave emotional impact and accomplish the video's purpose. Films were made one scene at one time, and scenes were made one shot at one time. As doing each shot, one purpose need to be kept in mind: that this shot have to be fitting in with all the other shots to complete the final scene. Continuity is the shots of the story, dialog and pictures' logical consistency that serves the reality’s appearance. There are several types of continuity.

Continuity of content means the consistency of anything that can be seen in the scene, for example the costumes, hairstyle, properties, the actors, cars in the background, and the time showing on the clock. All of these items should stay consistent from shot to shot if they are set to be continuous. The script supervisor, on-set wardrobe, and prop master are the ones to be responsible in these matters first. However, the director and camera person have to be watchful and cautious about the problem too. When there is only small amount of cheating, the audience can accept minor glitches. A very perfect continuity is never possible.

Continuity of movement means anything moving in a shot must have a continuous movement in the next shot to show a consistency of what has begun. Whether it be door opening, book picking, or car parking, the movement must have no gaps from one shot to another. The video maker need to be so critical to be aware of how to cut and mix the shots together. In shooting any type of movement, it is best to overlap all of the movement. Never start a shot right at the start of a movement, backward slightly and roll into it, then let the movement finish at the end.

Continuity of position is generally problematic with props. Everyone must pay attention that the props start and end in the same location. If a misplacement of a prop happens, it is up to the director to shoot a scene or the other again, or to do coverage repairment through the editor let the problem be solved. (Brown, 2012)

2.1.1.1.4 Post-Production of a Video Post-production is the process after shooting a video. Beal (2017) wrote that in photography, film and television, also digital video, post-production means completing or executing the tasks after the filming or shooting ends. This includes tasks such as editing the raw footage to combine scenes, add transition effects, working on voice, sound, and dubbing. Post-production is the third and final step in creating a video. It follows the pre-production and production phases (Beal, 2017).

Further, in post-production, York (2004) proposes the following basic editing principles:

1. Structure is a form of organization to reach the purpose and direction. Without a proper organization, a video will not be a program but will only be an untidy collection of shots. 2. For simplicity, just like its name, the video maker have to make it simple. If the projects the video maker plan are too complex, the video results will be disappointing or it will not even get done. So, just begin with simple program concepts and work step by step toward more complex efforts. 3. Brevity is the process of converting or cutting footage, to give the viewers the best of the best scenes, so they will be pleasantly surprised and lavish in their praise. 4. Pace is not the same with speed. Pace involves both the rate and the rhythm of the program material. Just as a series of similar sentences grows boring, a series of similar shots monotone and mechanical. Viewers can digest an image quickly, keep showing them new ones frequently. 5. Variety is to keep the audiences interested in the shows and coming back for more. Make the videos short, sharp and lively (York, 2004).

2.1.1.1.4.1 Sound in Videography Recording dialogue or voice-over narration is a part of video post- production. York (2004) wrote that voice-over narration is not really dialogue but many of the same principles are still applied. This is true, especially if the narrator is a particular character, like the actors. Voice-over narration must be written like the dialogue is written for the ear. It should sound conversational. Even if the narrator has a wise voice, that voice must conform to the audience’s expectations of human communication. Compared to dialogue, voice-over narration can be even harder to write. It has to be really, really thrifty. Otherwise it will turn into an excuse for failing to write good exposition (York, 2004). In this thesis, rather than using a dialogue, the writer is going to use voice-over narration. The voice-over narration will be recorded using the main actor’s voice.

According to Alldrin (1999), music is one powerful force. Music is a basic part of people and every culture in the world. It is used to comfort, inspire, relax, unnerve, entertain or even intimidate. The film-making industry is really familiar with music’s power. Movie directors will try to find the perfect piece of music to improve a scene, in hope to engage the viewers' emotions completely. Adding music to videos means putting a finger right on the viewer's mood buttons. The music in a video can build up calmness, excitement, tension, fear and so many other emotions. Music can enhance some specific emotions. In this section, the writer will explain the types of music that will be used for the video in this thesis.

1. Peace Music has little dissonance or no dissonance at all. It can be described as restful and pure. The viewer can be washed over with waves of comfort through smooth strings and heavenly synthesizer sounds. It is often used for relieved factor. 2. Excitement means in the same way one’s heart pounds as excitement is built. It is a music with steady beat that evokes feelings of excitement and energy. 3. Anticipation Music is used when the scene showing seems to leave an unanswered question, and it builds anticipation in the viewers. Anticipation is generally felt when the music seems to be moving to an unknown

destination. As the pitch in the notes climb, the anticipation felt by the viewers will climb as well. 4. Danger or Fear could be the menacing low notes that trigger a powerful emotion. But low pitches are not the only ways to express danger or fear, high notes that sounds like they are hanging like mist in the air, can also express a feeling of unrest.

Using the wrong music in a scene can leave a powerful emotional impact. The application of soothing and peaceful music in a war scene with bloods can make the carnage seem surreal and even more horrible. Applying fast-paced music in a lazy scene can make the apparent action seem slow due to the contrast between what is being seen by the viewer and what is being heard. A video maker should not be afraid in breaking the rules when the wrong piece of music seems to match the scene (Alldrin, 1999).

2.1.1.2 Video Campaign Andrews (2008) stated that creating a campaign is a creative and technical process where Art and Science’s areas come together. The knowledge and scientific research results of social science meet the aspects of the visual language. A social campaign is a large-scale attempt to present ideas and practices through interpersonal communication and mass media. Persuasion can be defined as the communication goal to change someone’s behavior or attitude (Andrews, 2008). Perloff (2003) defined persuasion as a symbolic process where communicators try to convince another people to change their behavior or attitudes towards an issue through the transmission of a message, where the people have the free choice to agree or not (Perloff, 2003).

AIDA is one of the marketing models often used in campaigns. According to a journal titled A Comparative Analysis of Mobile and Email Marketing Using AIDA Model (Rehman, 2014), AIDA stands for Awareness, Interest, Desire and Action (Rehman, 2014).

1. Awareness can also be defined as attention. Awareness is the first step in marketing process and is the introductory stage. The customers get to know about the existence of the service through this stage (Rowley, 1998). At this stage, the viewers’ attention must be gathered so they can be aware of the service provided. 2. Interest means to gather the viewers’ interest in the service, to get them become curious and seek more about the service. 3. Desire is the state when the viewers have motivation where feelings compel to take action. To effectively build desire, the video maker have to add relevant features and characteristics in the service or products and then explain the benefits, where the service is able to solve the viewers’ problems (Richardson, 2013). At this stage, the video maker needs to develop strong feelings to make the viewers want the services or products (Rowley, 1998). Desire can be created by providing correct and exact information that fulfill the viewers’ needs. 4. Action is where the viewers try the service or purchase the products and is the state of feelings, where viewer’s emotions are effective to try the service or buy the product. These effective emotions make real trying or purchasing (Rowley, 1998).

Figure II.16 AIDA Model (Cobb, 2017).

2.1.1.3 Video as a Persuasive Medium All of the theories explained and are going to be explained in this chapter will be used to make a persuasive video campaign. According to Crieg (2017), before people can even consider trying a product, their attention needs to be held, which is not something easy to do. In fact, humans have an average attention span of only 8 seconds. It is almost impossible to persuade people to try a product within such a short timeframe. So that is why, copywriters and advertisers have emphasized strategies that are able to increase attention spans, using devices like storytelling, making outlandish promises and writing great headlines. But getting their attention have not solved the problem. The video maker also needs to provide an emotional connection with the audience. Most of the time, the emotional connection involves identifying the main problems and explaining how the product can help to solve them. The challenge from there would be maintaining the viewers’ attention long enough to give the solution. Reading is work. Each time one finishes a sentence, they have to make a decision as to whether to read the next or not. Fortunately, there is a solution that can help attracting and maintaining attention, while strengthening the viewers’ emotional connection with the product. The solution is no other than video (Crieg, 2017).

Crieg (2017) stated that one of the biggest advantages to use video in persuading people to try something is that it provides information passively. According to a research by Forbes, 59 percent of senior executives prefer to watch a video than read text. This provides an obvious advantage when it comes to retaining the viewers' attention. In the case of reading, there has to be a decision to read the next after completing a sentence. But with video, the opposite is true. When someone starts watching a video, they are starting to passively absorbing the message. They actually have to go out of their way to stop watching it by clicking the back button or pressing the pause button. To make it simple, videos double the viewers' attention span (Crieg, 2017).

According to Crieg (2017), video is not only effective at maintaining the attention of the viewers, its biggest advantage is its ability to transfer information

26 quicker and most importantly, with higher emotional appeal. Visual is 90 percent of the information that is transmitted to the brain. The brain process video information 60,000 times faster than text. People make decisions based on emotion, after that they post-rationalize their decisions with logic. That conclusion is actually supported by a research. When it comes to persuasion, one of the best advantages of video is the ability to provide visual and auditory information together at the same time, which increases information retention, shown a research. Compared to another visual media, video has the ability to transfer information or emotion through the facial expressions, body language, tone of voice, music and stories. Basically, video allows one to use both visual and auditory cues to express a more compelling story. And if the video is designed strategically, these elements will work together in creating an emotional state that encourages buying or trying behavior (Crieg, 2017).

2.1.2 Color Theory Written in the book A Theory of Colour Psychology and Colour Harmony is that scientifically, color is the principal cue to a composition, it is the first thing people register when assessing anything. It is arguably the most critical element of design and a powerful communication tool. Color in many cases can be used as an effective way in expressing an underlying message. Wright (1995) wrote that there are eleven basic color words in the English language, they are red, blue, yellow, green, violet, orange, pink, grey, black, white, and brown. Each color represents their own value (Wright, 1995).

2.1.2.1 Color Grading in Videography According to Gates (2013), color is a basic element of design and it can be used for visual storytelling. Generally, artists use color to set the mood for their creation, their voice’s tone, and to create a theme for their craft. In the world of videography, color grading is form of art all its own. Quite long time ago, color grading’s post-production process was reserved for expensive edit suites that

27 requires specific and finite tools. Now, color grading is available and accessible to editors anywhere and the tools to produce it are found in almost all video editing softwares. Color grading is able to make a drastic change in a footage, it can turn day into night or making a flat shot into a bright landscape. It can make the backlot look like a place from somewhere a world away. It does not need to be loud and bold, it can just be a tiny tweak to footage. Even a subtle color grade can have a deep impact on an audience.

Color grading allows the video editor to have a full control of the image. Gates (2013) wrote that more than the content it contains are conveyed in a video clip. Various and color palette that are applied intentionally in video can inform the audience in a many of ways. The mood of a narrative is increased when color grading is used. One great example of this is The Walking Dead on AMC. The series is about a group of people who tried to survive a zombie apocalypse. It is emphasized visually, through the usage of dark muted tones and less bright colors.

Figure II.17 Example of Color Grading (Gates, Color Grading in Post Production, 2013).

Each location have different nuances, it can be brought out through a varied color palette. Color helps placing the audience to the location shown on screen. Films like Steven Soderburgh's Traffic rely on color’s usage as device to show location and also to differentiate storylines. There are times when producers found out that there are problematic footage and even after using color correction, it still cannot be fixed. When there is no other option and bad footage needs to be used, color grading is able rescue it. A color grade covers the footage’s technical issues, using a renewed appearance that can help selling the story. This is often used in video journalism shows for their nighttime surveillance footage. Instead of using underexposed harsh

28 footage, the editor uses color grading to apply a look that is similar with “night vision” videography (Gates, Color Grading in Post Production, 2013).

In order to create great color with post-production tools, it is important to understand several basics about color in video, how does it work and the right terms to define it. This will allow an editor to understand most of the tools that are used in color grading. Further details about color grading written by Gates (2013) will be explained.

Additive Color system is utilized in a video. Blue, green and red are the primary colors of this system. In this color system, different colors are created through combining the primary colors. Three channels, a set of data that represent each primary color determine the color of each pixel. All of the colors are a combination of the three main colors, not always in equal proportions. A fully absence of color will create black, meanwhile the full possible amounts of the three primary colors is white. Color grading is done by manipulating ranges of thresholds and tolerances among these channels.

Figure II.18 Additive Color (Gates, Color Grading in Post Production, 2013).

Hue is the pure spectral color that defines or expresses a basic range of colors. To make it simple, this the general term for a color, such red, purple, orange, blue, and many other colors. It determines a general position of color on the color wheel.

Saturation is the amount of a hue used in describing a particular color. When a color has no saturation it is black, white, or a variance of grey. A color that is 100

29 percent saturated has the maximum amount of hue possible. A half done saturation creates a range of colors, from muted dull tones to rich bright colors.

Figure II.19 Saturation (Field, 2005).

Luminance is a color on its brightest. By itself, it is gray, its range is from black to white. As part of a particular color, combined with a saturated hue, it creates tints and shades differently. Video editing programs use different terms to express luminance. If it is to express itself, luminance is a general reference to the overall values of luminance. Different applications breakdown threshold ranges of luminance. The more common terms are shadows, mids, and highlights. It is simplest to think of these in basic ranges with variable tolerances, where each tolerance are responsible for a particular range of the luminance. Other terms that are used for luminance and basically are the same thing are pedestal, gamma, and gain, they are known as well as lows, mids, and highs.

RGB or Red, Green and Blue being manipulated can accomplish color grading. This can be hard because adjusting one color channel will affect the other two, so it can be frustrating to dial in to a particular hue. Also, there is the need to target particular ranges of values as opposed to changing a clip entirely. This is why color grading have different tools built for it. Many of these tools have similar elements. These tools work the same way regardless of the software.

HSB color selector allows the editor in choosing color based on Hue, Saturation, and Brightness. Each of these is represented in number with the hue being measured in degrees, from zero to 360. Saturation and brightness are measured in percentage, from zero to 100. There are two visual areas of an HSB

30 color selector, a gradated tile and a bar that represents the color spectrum. To select the hue, there is a slider on the bar. The hue is reflected in the tile as the slider moves along the bar. The tile is often in a form of box that is a composite of the saturation and the values of the brightness (Gates, Color Grading in Post Production, 2013).

2.1.2.2 Color as Persuasive Technique Bellatoni (1995) said that color influences one's choices, opinions, and emotional state. Colors in our environment can intensify feelings of euphoria or rage, calm or agitation. This information is very powerful for video maker. Each color affects us in their own unique way. Even the slightest variation of one color can have a huge influence on one’s behavior. Color can become a strong tool for filmmakers to make a situation look ironic, or absurd in a video. Audience rarely recognize that color is one of the elements used to manipulate them. This thoughtful quality may be magic in the hands of the director, or may not. To make it clearer, a video maker have to realize the powerful impact of a color or else he/she might abandon a large part of our control to chance. Color will not stop resonating, sending out signals, and irrespective of our goals (Bellantoni, 2005). The writer will show a few of colors and their meaning in Table 2.1.

Red Aggressive, anxious, compulsive, raise heart rate and anxiety level

Yellow First clue, or warning, used for caution signs is that it’s visually aggressive, scene-stealer, always clamoring for attention

Blue Sadness, passive, introspective, a color to think to but not to act

Orange Nice, upbeat, least-dramatic, warm and welcoming congeniality

Green Food and danger, health and vitality or danger and decay

Purple Noncorporal, the mystical, paranormal, inspires associations with the nonphysical

Table II-1 Colors and its meaning (Bellantoni, 2005)

Figure II.20 Example of Yellow and Blue tone application in a video (Kroll, 2013).

2.1.3 Typography in Videography Romano (2012) stated, “Typography is what communication looks like. Typography is the use of type to advocate, communicate, celebrate, educate, elaborate, illuminate, and disseminate. Along the way, the words and pages become art. Type and typography fostered books, magazines, catalogues, newspapers, forms, and a plethora of promotional materials” (Romano, 2012). Written in the article How to Use Text the Right Way in Video (2016), text is not the first thing to appear into one’s mind whenever video is mentioned, but one of the most common tasks to do as a video editor is executing the placement of type inside the videos. Text is a basic element in video, it can be used in a big variety of ways. Placing text in video can be one of the simplest thing a video maker can do, but it also can be one of the riskiest elements to use, as it can instantly change the meaning and purpose of a video. There is an obvious difference between good typography and poor design in any video. Text must be clean and legible so it can deliver its intended message to the viewers (Gates, How to Use Text the Right Way in Video, 2016). According to Gates (2016), it is best to know and follow the rules of typography to be able to create good looking type in videos. Even though typography is traditionally born from printing world, the digital mediums today share these same rules. The first and most important rule would be using the right typeface for the video. The right typeface will help convey the message of the text, meanwhile the wrong typeface will distract the viewers and they will not be able to receive the message. A font that works in opposition to the words displayed may confuse the audience, or even make them believe what was intended is the opposite.

When picking a font, choose one that represents the direction of the art and message of the video. If it is possible, just use the same font throughout the whole video. Try not to choose a secondary font when there has to be a differentiation between two different case uses of the text. Instead, use different weights of the same font such as bold and thin. The video maker needs to consider the font size used to display text in video. Text that is too small will be difficult to read and it will be illegible when the video is displayed on a mobile device that has smaller screen. Text can be too large, likewise. There will be times when an editor may want the text in the video to be the most dominant element, but most often the text should be accompanying the image on screen, not overwhelm or overpower it. One thing to note about the sizing is that the video frame has limited size. The text should be limited to as little amount of words as possible. It is best to understand that there must be a saving of words. Too many words will force the video editor to use smaller type and the message will not be delivered (Gates, How to Use Text the Right Way in Video, 2016). Gates (2016) wrote that another typography rule that is related to size is spacing. The space between lines of text is called leading, while the space between letterforms is called kerning and tracking. If the lines are too close together, the viewer will not be able to separate between words easily, and the text will be illegible. If the spacing is too far from each other, with loose gaps between lines and letters, the text will not flow for the viewers. This will make it harder to associate each word together. One of the best things to do is to get the text become separated from the background image behind it. The audience must be able to read them and be able to notice the clean lines that are shaping the letterforms. The easiest and the first way to create separation is through using color. The video editor should select a color that is fitting the video’s mood, while remaining in contrast and complementary to the video clip appearing behind it. There is another way to create separation with color, which is with a color wash. Color wash means to color the entire video clip in order to cover the video’s original color and let the text be legible (Gates, How to Use Text the Right Way in Video, 2016).

Gates (2016) explained that sometimes when there is a wide range of luminance values and color values in the image, color will not be able to create enough separation. It is when the video editor have to use a different visual device. This popular visual device is actually the use of a drop shadow. However, this option is quite dangerous. Most of the time, it is used when not needed, meaning where the text by itself has already created separation. In addition, a drop shadow can be gratuitous, that is the usage of a wide dark shadow that makes it even further to what is needed. It is best to use a drop shadow when the text is light and it has to be put on a background with luminous regions, it will intersect and bleed into the text. In this case, just a thin and subtle drop shadow is all needed to make the text readable. Sometimes the simplest and most subtle text are the most powerful. Text is plays an equally important role as another visual element in a video. With an understanding of typography, a video maker can get creative with the text used on screen and it will be effective to deliver the great message (Gates, How to Use Text the Right Way in Video, 2016).

Figure II.21 Example of Typography in a video (Trojak, 2013).

There are two types of font. Serif and Sans Serif. Serif is a font type that has pointed ending of a stroke as in “I” or “T”. Meanwhile, Sans Serif is a font type that does not have the pointed ending of a stroke. In the book The Complete Manual of Typography (2012), it is written that Sans Serif faces are commonly used for drop caps because of their relatively greater graphic impact and is used for emphasis (Felici, 2012).

Figure II.22 Sans Serif (ShyFonts, 2017).

2.1.3.1 Decorative Type in Videography According to Felici (2012), decorative type is usually used for advertising. Its job is to grab viewers before they watch the next clip in the advertising media. For this reason, decorative type’s trend changes at a quick pace. When a decorative type becomes famous and familiar, it does not have to do its job anymore, it does not have to stand out in the crowd. Another role for decorative faces is to be evocative of a historical epoch, of a design trend, of anything that visually links a message with its content (Felici, 2012).

2.2 Research Methodology In this chapter, the writer explains about the research methodology that is used as a research procedure to answer the research question. The method that will be used is Qualitative Method, specifically the interview method, the reason is that the writer would like to get the specific and detailed information about TransJakarta itself, and to understand the reasons why there are still many people of Jakarta who do not ride TransJakarta.

Denzin & Lincoln (1994) defined qualitative research as an activity that is situated and locates the observer in the “real world”. It is a research procedure that requires a researcher to observe and study a particular phenomenon. For example, in this research, the writer is interested to study about people’s opinions about TransJakarta and the reasons why do most people still prefer to ride private vehicles rather than TransJakarta. Qualitative research includes a set of informative, material procedures that is making the world visible. These procedures change the world. The world is turned into a set of representations that include talks, field notes, interviews, recordings and photographs through them. Qualitative researchers study about things in their natural backgrounds, trying to make sense of the definitions brought by people to them (Denzin & Lincoln, 1994).

According to Creswell (2003), qualitative research starts with assumptions, a perspective, the possible use of a theoretical vision, and the study of research problems examining into the meaning individuals or groups assigned to a social or human problem. To study this problem, qualitative researchers use a rising qualitative approach to analyze, the data collection in a natural background sensitive to the people and places under study, and basic data analysis and creates patterns or themes. The final report, written or presentation will include the participants’ voices, the researcher’s reflexivity, and a complicated description and understanding of the problem. It broadens the literature or signals a call for action.

2.3 Review on Previous Design Projects In this section, the writer will explain about the previous design projects that are related to this thesis’ topic. The similarities and things the writer learns from all studies will be explained in detail.

The writer has found a video of GO-JEK's YouTube advertisement that is titled 'Going to The Office Without Being Late' (https://goo.gl/Q7vPzo). In the first five seconds, the video shows different shots from similar scenes where the actor is preparing himself to go to the office. As seen in Figure II.23, he was buttoning up his shirt, zipping his trousers and tying his shoelaces. Even though the shots are still from the same scene, the video keeps showing it from different angles and shots. In this thesis, the writer is going to use the same concept, where the writer would like to grab the viewers' attention through the first seconds of the video. In order to keep their attention, fast-changing shots and angles would be the answer. By grabbing the viewers' attention, there is a high chance for the viewers to stay watching the video until the end.

Figure II.23 Gojek's Youtube Advertisement (GO-JEK, 2017)

The next video the writer found is another YouTube advertisement by Grab. The title is ‘Stepping Forward’ (https://goo.gl/7pyqeY). The video starts with a baby walking with his tiny legs. Step by step, he grows becoming a kid, a teenager and finally becomes an adult (Figure II.24). Through his growth, it was shown how he grows with struggles and pain to finally become someone successful. People who watches this advertisement from the beginning might not know what is this advertisement actually trying to sell, since the name of the service or product is not mentioned almost the whole video. It only shows the service or product’s name in the end of the video. The writer would like to use this concept, where the viewers cannot really tell what the video is about. The writer plans to put the name of the service in the end of the video. That way, the writer hopes that the viewers will stay curious until the end of the video, to find out what is the main purpose of it. After watching the video until the end, the viewers might consider in trying the service or product being promoted.

Figure II.24 Grab's YouTube Advertisement (GrabOfficial, 2016)

The writer also found a car’s advertisement, it is All New Fortuner 2016’s advertisement on YouTube (https://goo.gl/o7biYN). The video starts with shots that are showing the car’s exterior design and mostly its performance. But not only both of them, the video actually sneaked several shots in that show the car’s interior

37 design as can be seen in Figure II.25. However, those shots are not the main thing this advertisement is trying to sell. This is similar to the writer’s video concept.

Since TransJakarta’s main attraction is not its exterior, the writer would like to show the interior of the bus. It will not be shown boldly and frontally, it will be shown as the background in some shots of the video instead. The reason is that this thesis’ video concept is not to hard-sell TransJakarta, but to sell it through a video that is relatable and have a message throughout the whole length.

Figure II.25 All New Fortuner 2016's YouTube Advertisement (ToyotaIndonesia, 2017)

Another video the writer found is a car advertisement which is Suzuki Ertiga’s YouTube advertisement (https://goo.gl/pkU9eZ). The video shows the car being driven around a city. There is a family with husband and wife, kids and grandparents inside the car. Meanwhile in the city outside the car, there are citizens walking and waiting around. The main thing this video is pointing out would be how comfortable is it to be inside this car. To point that out, the video actually shows a comparison between the family inside the car, and the people outside the car. Inside the car, it looks cold and comfortable because of the air conditioner, meanwhile outside the car, it is very hot (Figure II.26). The writer is going to use the similar concept, where the video is showing a contrast comparison. By comparing the negative effect a viewer is going to experience without the service with the positive effect a viewer is going to experience with the sevice, it will build a ‘regret’ feeling in the viewers’ heart. It is used to make them consider to try the service being promoted.

Figure II.26 Suzuki Ertiga's YouTube Advertisement (Ertiga, 2013)

Lastly, the writer found Uber’s YouTube advertisement with the title ‘Boxes | Let us #UnlockJakarta’ (https://goo.gl/xEcc76). This video has a very unique concept. The video starts by a scene where people with boxes are walking around in a city. There are not so many boxes at first. But as time goes by, the number of boxes keep growing and growing, to the level where the city is not enough to accommodate them (Figure II.27). The boxes turn out to be the number of cars, and the city is actually Jakarta. So, Uber is trying to tell the viewers that if the amount of cars cannot be reduced, then Jakarta will be full of cars and traffic jam. This video tries to invite the viewers to use Uber instead of their private vehicles. The writer has the same concept like this video, where it will show the impact of too many cars will create serious traffic jams. After showing the problem, the writer will offer the solution through the service of this thesis’ title.

Figure II.27 Uber's YouTube Advertisement (UberIndonesia, 2017)

2.4 Theoretical Framework In this section, the writer will visualize the positioning between basic theory, previous projects and this thesis through perceptual maps. The writer has watched and explained a bit about GO-JEK, Grab, Fortuner, Ertiga and Uber’s YouTube advertisements on the previous sub chapter. But in this section, the writer will

39 explain deeper about the strengths and video production quality of each advertisement.

GO-JEK’s advertisement did not show anything related to their safety and comfort of the ride. But it focuses on how GO-JEK has wide range and is able to avoid traffic jam, that way the passenger can arrive at his destination on time. The quality of the production does not look very expensive. But it is quite successful in grabbing the viewers’ hearts by using relatable story many people experience.

Grab’s advertisement does not show any of the four categories in the perceptual map which are avoids traffic jam, has a wide-range, safe and comfortable. The advertisement actually focuses on a story of someone’s life and how when he has a family, he uses Grab with them. It does not frontally tell what are the main strengths of Grab itself. The advertisement also does not try to hard-sell the product, but it tries to connect with the viewers by using the process of a human’s growth. The production quality looks decent with nice concept and editing.

Fortuner’s advertisement obviously focuses on promoting the car’s safety and comfort by showing the car’s performance in off-roads, and the car’s exterior and interior design. It totally did not promote the car in order to avoid traffic jam. As for the production quality, just like the car’s design, it looks fantastic and expensive. The main point of the advertisement is to introduce the car and frontally trying to get people buy it.

Ertiga’s advertisement does not show any wide-range and safety factor. The advertisement actually focuses on how comfortable and safe it is inside the car. For the production quality, it is not that bad. It also uses relatable story of everyone’s daily routines, shows the differences of people who have private vehicles and people who have no private vehicles.

Uber’s advertisement clearly shows how Jakarta will never be free of traffic jam if people keep getting new private vehicles, so by using Uber, traffic jam can be reduced. They also showed the whole Jakarta in order to tell that they have wide- range. For the video production, as explained on 2.3 Review on Previous Design

Projects, they use so many boxes to represent a car, and a mockup of a city that is supposed to be Jakarta. All of these items probably need very well preparation, so the writer thinks the production quality is very nice. However, the writer quite disagrees with how Uber actually tries to invite people to use it so traffic jam can be reduced, since Uber itself uses cars and motorcycles, the causes of traffic jam. The story is relatable but somehow not making sense.

For TransJakarta’s video campaign, the writer plans to show more of TransJakarta’s benefits in avoiding traffic jam and how comfortable the buses are, how they have so much more space than other private vehicles. For comfort, it is not that bad compared to the Fortuner and Ertiga as shown in their advertisements. The writer has prepared quite high-end filming tools in order to increase the production quality. The concept of the story will also be relatable for the target market in order to emotionally involve them with the story.

Figure II.28 Perceptual Map for Transportation Options’ Strengths

Figure II.29 Perceptual Map for Transportation Options’ Video Production Quality

2.5 Research Statement The writer concludes that the research statement of this thesis is:

A creation of a video campaign using AIDA marketing model about TransJakarta’s benefits in avoiding traffic jam can increase the awareness of TransJakarta’s benefits in avoiding traffic jam.

CHAPTER III

METHODOLOGY

3.1 Design Research Method After knowing the basic theory of how to make a persuasive video campaign, the writer will give brief and short explanation on how the theories in the Literature Review are going to be used in designing the video campaign.

First, in this thesis, rather than making a film, the writer would like to make a video campaign. The process of making a video and a film is similar. However, the preparation, process, tools and techniques in making a short video are much simpler. In pre-production, the writer is going to write the script or storyline through the theory of screenplay. For the screenplay, the writer will use Act I to open the video, showing the situation the actor is currently facing. Act I will not be too long, it is just a short brief of opening scenes. In Act II, the writer will step by step show the conflicts that the actor is facing. The conflict will start with a simple one to the difficult one, in a dramatic term it is called the climax. In Act III, the writer will show the solution of the conflicts. The plot points will be put between Act I and II, also between Act II and III. After Act III is shown, the writer hopes that the viewers can get the main message of the video campaign and will try using TransJakarta.

Not only the story, the marketing strategy to get more people watch the video must be prepared well. As York (2004) stated, video is a brilliant communication medium that lets us express ourselves in other ways compared to any other media (York, 2004). The writer will present campaign ideas and practices through videography, so it will create a powerful impact to the viewers in terms of getting them understand the message behind the video. AIDA model will be applied in this thesis’ video. Through AIDA model, not only sending the message of the video, it also involves the viewers’ feelings and action, where they try the service or product for real. On the Awareness or Attention step, the writer will show scenes that will

43 keep the viewers’ attention in the first 30 seconds. On the Interest step, the writer will show relatable scenes that will keep the viewers stay watching. On the Desire step, the writer will show scenes that will involve the viewers’ emotion and make them have the desire to try TransJakarta. Finally, on the final step or Action step, the writer will tell the viewers the benefits of taking TransJakarta in avoiding traffic jam, so the viewers will decide to ride TransJakarta.

As for the shooting techniques, the writer will use rule of third most of the time when recording scenes of any subject. How the angles, camera shots, camera movement and moving shots are going to be applied will depend on the mood, story and movement of the actors in each scene. Cinematic continuity will also be applied in order to create a good final outcome with all of the scenes and shots matching each other well.

The sound in this thesis’ video will use voice over narration and background music. The voice over narration will be written in a poetical way to get the viewers relate better to the story. There will not be too many sentences, but each sentences said hopefully can grab the viewers’ hearts. The type of background music that will be used on the video would be Peace Music and Anticipation Music. Anticipation Music will be used on scenes where it builds the viewers’ curiosity about what is coming next. It will be used during the scenes before and during the climax. As the pitch in the notes climb, the anticipation felt by the viewers will climb as well. a

For the typography, the writer will use Sans Serif for the texts in the video, in order to make a great impact to the viewers, to get their attention and express the texts strongly and boldly. The writer will also use decorative type. By using a known decorative type, the writer would like the viewers to pay attention to the text. Through that, it will be easier to tell the information and message that the writer would like to portray through the scenes that include typography.

In this thesis, the writer will combine several color grading in order to build the mood in the video. What type of grading that will be used depends on the scene. For the color tone, the writer will combine the usage of colors yellow, red and

44 orange. Yellow tone will be used on scenes where the actor is slowly facing conflicts. Red tone will be used in the climax scene, to let the viewers feel uneasy about the situation the actor is facing. Orange tone will be used on the resolution scenes, to let the viewers feel relieved when the main problem in the story has been solved.

After shooting the video, choosing background music and recording the voice- over narration, the writer will edit and render the shots in Adobe After Effects CS6 and Adobe After Effects CC 2017.

3.2 Chart Flow Below is the chart flow of progressive correlation of initial problem, theoretical and data analysis, and proposed design solution. The chart flow will also be explained briefly in this section.

Figure III.1 Chart Flow of the Process of Creating this thesis’ Video Campaign

3.3 Scope and Limitations The scope and limitations of this thesis are: 1. This thesis is about BRT (Bus Rapid Transit) in Jakarta. 2. This thesis is going to use video campaign with a duration not longer than 5 minutes as the design outcome, and will be uploaded on YouTube and Line. 3. The tools that will be used to record the video campaign are Canon EOS M5, Zhiyun Crane-M 3-axis stabilizer and a tripod. 4. The shooting process will be done by the writer and the help of the main actor. 5. The actors in the video are not professional actors. 6. As the target user is very large, the writer resizes it smaller to prioritize people in Jakarta who prefer to use private vehicles and online transportation services.

3.4 Data Collection In this section, the writer will show the pictures during the data collecting process and the result of the interview one by one for each interviewee. There are five different interviewees and four different categories for the Qualitative method:

No. Name Category Interview Date Johanes Parlindungan A citizen who never rides November 21st, 1. Hutagalung TransJakarta 2017 A citizen who have ridden November 2. Regina Valeria TransJakarta but prefers to 25th, 2017 ride another transportation A citizen who have ridden November 3. Raihan Nadhifa TransJakarta but prefers to 25th, 2017 ride another transportation A citizen who likes to ride November 4. Chris Sandi TransJakarta 24th, 2017 Head of Public Relations of November 5. Mr. Wibowo TransJakarta 23rd, 2017 Table III-1 Interview Timeline

3.4.1 Pictures Collected Below are the pictures of the interview process with this thesis’ interviewees.

Figure III.2 Interview with Johanes Parlindungan Hutagalung

Figure III.3 Interview with Regina Valeria

Figure III.4 Interview with Raihan Nadhifa

Figure III.5 Interview with Chris Sandi

Figure III.6 Interview with Mr. Wibowo

3.4.2 Qualitative Data Collected In this section, the writer will show the brief result of the interview to collect data.

The first table is the result of the interview with Johanes Parlindungan Hutagalung (A citizen who never rides TransJakarta).

No. Question Answer What do you think about traffic Traffic jam in Jakarta is very bad. 1. jam in Jakarta? Actually, Jakarta is quite wide so

traffic jam should be able to be avoided. That may be because of the What do you think is the cause population, because Indonesia ranks 2. of traffic jam in Jakarta? fourth for the largest population in the world. It can take one and a half hours for 10 On a journey, how long do you 3. kilometers trip, from Cipete to Tebet usually get stuck in traffic? and both are in South Jakarta. Usually, when I am going to the Mall. Usually, where are you going Even though there are plenty of malls 4. when you are stuck in traffic? in Jakarta, I always have to be stuck in traffic when going to the mall. First, I run out of time. I can spend What losses do you experience my time more productively, but I just 5. when or after being stuck in stay in the car. Secondly, I have to traffic? manage my time even earlier. What do you think is the best Maybe by reducing private vehicles. 6. solution in avoiding traffic jam? Not only cars but motorcycles as well In your opinion, is video I usually skip advertisements on advertising in social media YouTube. I think the advertisements 7. effective enough to get you are not good, very not good. They become attracted to something? have no clear message. What type of advertising video Advertisement that try to be different 8. do you think is effective and from other advertisements interesting? What do you know about 9. TransJakarta has a busway. TransJakarta? If it is possible, I wish TransJakarta What do you think about reach all regions. That way, all people 10. TransJakarta? of Jakarta should be able to ride the busway Cheap, clean and efficient. It is What are the strengths of 11. guaranteed that I will get a bus when I TransJakarta? wait at the stop. What is the weakness of I have not ridden TransJakarta so I do 12. TransJakarta? not really know. I have a car so I think it is not too What makes you do not want to 13. necessary to take TransJakarta. I have use TransJakarta? not been convinced to try it.

If the weaknesses are fixed, do I can be sure of using it. Public 14, you still do not want to use transportation overseas is the main TransJakarta? choice for transportation. Have you ever watched 15. TransJakarta advertisement on Never YouTube? The advertisement is clear, Is the advertisement effective for highlighting the day-to-day of people 16. you? (Asked after showing the using Transjakarta. But besides, there advertisement) are no more messages. First, make it relatable for people who What is your advice on creating never use TransJakarta. Second, a 17. a video that can get people to video which gives a clear message, do use TransJakarta? not be ambiguous. Table III-2 Interview with Johanes Parlindungan Hutagalung

The second table is the result of the interview with Regina Valeria (A citizen who have ridden TransJakarta but prefers to ride another transportation).

No. Question Answer I think traffic jam in Jakarta is What do you think about traffic 1. terrible, especially during the peak jam in Jakarta? hours. Since Jakarta is our capital city, I think everyone wants to work there. And it has some malls and What do you think is the cause 2. entertainment places, people who of traffic jam in Jakarta? lives in cities around Jakarta, wants to visit Jakarta and they mostly bring their own vehicles. Usually during rush hours, at 5PM to 7PM, the trip usually takes half an On a journey, how long do you 3. hour from my office to my home, usually get stuck in traffic? while usually it takes only around ten minutes. Usually, when I go to the office, Usually, where are you going home, and during the weekend, when 4. when you are stuck in traffic? I go to the Mall or some other places, like the church.

What losses do you experience It wastes my time. It sometimes costs 5. when or after being stuck in me to be late to an appointment. traffic? What do you think is the best Some of the solutions I tried is taking 6. solution in avoiding traffic jam? the online motorbike service. In your opinion, is video Yes, the advertisements sometimes advertising in social media caught my attention and it helps to get 7. effective enough to get you the information about the things or become attracted to something? the services that are being promoted. What type of advertising video And advertisement that have 8. do you think is effective and scenarios that show that the product interesting? or the service is effective. The length of the advertisement What would be the factor for should not be long and the beginning 9. you not to skip an advertisement of the advertisement is already in social media? attention-grabbing As you have said, you will not I think it is best not to directly show skip an advertisement if the the product. And then I think it is beginning of the video is already 10. good to have scenes from daily life attention-grabbing. What kind of where the places or conditions where scenes are attention grabbing for many people can relate to it. you? TransJakarta is a service provided by What do you know about 11. the government of Jakarta, where they TransJakarta? provide bus with special lane. I think it helps many people from What do you think about 12. various occupations and various TransJakarta? economical level. I think it is affordable for many What are the strengths of 13. people and the coverage area of the TransJakarta? bus service is quite large. What are the weaknesses of I think it is the number of the buses 14. TransJakarta? itself. The number of passengers inside the What makes you do not want to 15. bus that are too many makes it use TransJakarta? uncomfortable to ride. If the weaknesses are fixed, do Maybe, if the number of the bus is 16. you still do not want to use increased where it can accommodate TransJakarta? the passengers better

Have you ever watched 17. TransJakarta advertisement on No YouTube? Is the advertisement effective for I think the advertisement does not 18. you? (Asked after showing the cover the problem solving sides of advertisement) TransJakarta. I think it is best if the advertisement What is your advice on creating shows how the products or the service 19. a video that can get people to that are being promoted can help the use TransJakarta? target if they use the service. Table III-3 Interview with Regina Valeria

The third table is the result of the interview Raihan Nadhifa (A citizen who have ridden TransJakarta but prefers to ride another transportation).

No. Question Answer It is very severe. I mean, even when What do you think about traffic people want to travel in short distance 1. jam in Jakarta? with their own vehicles, it will take a long time because of the traffic. Because the amount of vehicles is What do you think is the cause more than enough that it creates a 2. of traffic jam in Jakarta? massive effect on the traffic jam in Jakarta. In my own experience, I travelled On a journey, how long do you from Central Jakarta to South Jakarta 3. usually get stuck in traffic? and it took about two hours when normally it only takes 30 minutes. Usually from Central Jakarta to Blok Usually, where are you going M because there is a central bus 4. when you are stuck in traffic? station there, and I often got trap in traffic jam. Being late to the event. When I go to What losses do you experience work, I need to be at office at 8 5. when or after being stuck in meanwhile because I was stuck in traffic? traffic jam, I arrive at 8:30 or even 9. What do you think is the best For me I prefer to use motorcycle 6. solution in avoiding traffic jam? because it is smaller, it can slip

through vehicles and it is faster to move from places to places. In your opinion, is video advertising in social media Yes I think it is the most effective 7. effective enough to get you type of advertising. become attracted to something? For example, I have been seeing a What type of advertising video promotional video by Gojek where it 8. do you think is effective and shows the testimonies by the drivers, interesting? how they changed their lives. It can reach ourselves to use Gojek more. What would be the factor for I think the first 10 seconds of the 9. you not to skip an advertisement video is the most important part. If it in social media? is boring, I will click the skip button. TransJakarta is a kind of new What do you know about 10. transportation in Jakarta, it also has TransJakarta? its own busway. What do you think about I think it is a great option if you want 11. TransJakarta? to transport without your vehicle. What are the strengths of It will not be trapped in a traffic 12. TransJakarta? because they have their own busway. The bus stops are only placed in the What are the weaknesses of 13. main roads and it is usually far from TransJakarta? people’s destinations. I need to walk around 10 minutes from my room to reach the bus stop, What makes you do not want to 14. and from the nearest bus stop to my use TransJakarta? office, I still need to walk for around 5 minutes. Have you ever watched 16. TransJakarta advertisement on No YouTube? Is the advertisement effective for In my opinion it is not very detailed 17. you? (Asked after showing the and effective advertisement) What is your advice on creating I think it will be much more 18. a video that can get people to interesting to create a heart-touching use TransJakarta? testimony from TransJakarta user. Table III-4 Interview with Raihan Nadhifa

The fourth table is the result of the interview with Chris Sandi (A citizen who likes to ride TransJakarta).

No. Question Answer I think it gets worse from year to What do you think about traffic 1. year. Especially since Jakarta is the jam in Jakarta? capital city. In my opinion, because there are What do you think is the cause many people coming here, and they 2. of traffic jam in Jakarta? bring their own vehicles, it will increase the number of traffic jams. On a journey, how long do you 3. Usually thirty minutes to one hour. usually get stuck in traffic? Usually, where are you going From office to home and from home 4. when you are stuck in traffic? to office. What losses do you experience I am late to work, arriving at office 5. when or after being stuck in late, and if I have not eaten I will traffic? starve while on trip. What do you think is the best Know which routes that have less 6. solution in avoiding traffic jam? traffic jams. In your opinion, is video Advertisement in social media is very advertising in social media 7. helpful, because I rarely access effective enough to get you television or other media. become attracted to something? Advertisement that is inspirational, What type of advertising video motivational, and useful to be 8. do you think is effective and watched even though it is only a few interesting? seconds. Usually, I watch the first three to five What would be the factor for seconds of the video. If the video 9. you not to skip an advertisement looks not classy and helpful from the in social media? beginning, I will immediately skip it. It is the government’s program to What do you know about 10. build a transportation system for the TransJakarta? people of Jakarta. For me, it is very good. Even though I What do you think about 11. do not ride TransJakarta every day, I TransJakarta? enjoy riding it.

They reach almost all important areas What are the strengths of in Jakarta. Second, the price is 12. TransJakarta? affordable, very affordable and economical. I am able to avoid traffic jam, What makes you want to use 13. meanwhile the normal road are facing TransJakarta? traffic jam. TransJakarta is very crowded during What are the weaknesses of rush hours, to the point where the 14. TransJakarta? passengers are squished between each other to get inside the bus. Have you ever watched 15. TransJakarta advertisement on Never. I have never found it. YouTube? In my opinion, it is not that effective. Is the advertisement effective for This video do not show the main 16. you? (Asked after showing the purpose of the existence of advertisement) TransJakarta. What is your advice on creating Maybe make a relatable story from 17. a video that can get people to people’s daily life. use TransJakarta? Table III-5 Interview with Chris Sandi

The last table is the result of the interview with Mr. Wibowo (The Head of Public Relations of TransJakarta).

No. Question Answer Jakarta’s Provincial Government is currently building infrastructure What do you think about traffic 1. simultaneously and massively, those jam in Jakarta? indeed have an impact on traffic’s smoothness. What do you think is the cause The number of private vehicles, both 2. of traffic jam in Jakarta? motorcycles and cars are big. In your opinion, what is the best Take the bus. Because by capacity it 3. solution in order to avoid traffic is so much bigger, a bus can jam? accommodate more people than a car. Can you explain a bit about TransJakarta is a business entity 4. TransJakarta? owned by Jakarta’s Provincial

Government. We have 1.500 buses, 1.100 to 1.200 buses operate every day. To serve the citizens by providing a What are the vision and mission public transportation that is safe, 5. of TransJakarta? comfortable and affordable. Those are our vision and mission. What is the significant The availability of public transport difference on traffic before and 6. that is comfortable and affordable after the existence of with the existence of TransJakarta. TransJakarta? Who are the target passengers of Everyone can ride TransJakarta with 7. TransJakarta? 3.500 rupiah. Is TransJakarta targeted only for people who have no private 8. We are targeting every one. vehicles or for people who have private vehicles too? Our service is our key for people to What are the strengths of 9. ride TransJakarta, the comfortable TransJakarta? bus, affordable price, good service. What we need to do right now is What are the weaknesses of 10. integration, public transport TransJakarta? integration. Because of the massive constructions What is the complaint that I have said a while ago, it has an 11. TransJakarta received the most impact to the smoothness of the from the citizens? traffic. Corridor 1 route will still be the most Which busway route is the most crowded one, Blok M – Kota. 12. crowded and least crowded? Meanwhile the least crowded one would be Corridor 12. With around 1.100 to 1.200 If it is crowded, it must be when all buses operating every day, why 13. passengers are using TransJakarta do TransJakarta’s buses still tend during peak times or off-peak times. to be very crowded? What is the reason of the On every 100 – 150 meters, there has 14, placement of each to be a bus stop. That is already TransJakarta’s bus stops? following the existing conditions.

In your opinion, what is the best Before opening a route, we have to solution for people in those areas 15. think of the access. We have to so that they can ride consider about the social aspect too. TransJakarta? Is there any plan to add more Of course. Adding more stops is 16. routes and bus stops in different possible. areas? What is the concept and purpose It is a form of socialization and 17. of TransJakarta’s advertisement education to the citizens. on YouTube? In your opinion, is Yes. The citizens who have not TransJakarta’s advertisement on ridden or have not seen, by accessing 18. YouTube successful in order to YouTube they might have the want to invite the citizens to ride try and could end up being loyal TransJakarta? passengers of TransJakarta’s. In your opinion, what kind of Show what are TransJakarta’s video that is effective in inviting services, features and facilities. It will 19. the citizens to ride TransJakarta definitely attract people to ride in avoiding traffic jam? TransJakarta who have not tried it. Table III-6 Interview with Mr. Wibowo

3.5 Measurement In this section, the writer will show the measurement based on the data collected about the quality of TransJakarta, measured by several categories.

Avoids Wide Person Traffic Affordable Clean Safe Comfortable Range Jam Johanes (Never rides Yes No Yes Yes TransJakarta) Regina (Prefers to Yes Yes Yes No ride another transport) Raihan (Prefers to Yes Yes No ride another transport

Sandi (Likes to ride Yes Yes Yes TransJakarta) Mr. Wibowo (Head of Public Yes Yes Yes Yes Yes Relations of TransJakarta) 60% Total 80% 100% & 10% 10% 40% & 20% 40% Table III-7 Measurement of TransJakarta's Quality

As seen in Table III-7, the writer divides the quality of TransJakarta in five different categories, which are TransJakarta avoids traffic jam, is affordable, have wide range, is clean, is safe and is comfortable. Through this table, the writer found that:

1. TransJakarta avoids traffic jam. Four out of five interviewees agree. The only person who does not agree with that is Johanes, who have no experience in riding TransJakarta. 2. TransJakarta is affordable. All interviewees agree. 3. TransJakarta has wide range. Three out of five interviewees agree. Johanes explained that TransJakarta does not have wide range so he does not ride TransJakarta, it is the same with Raihan’s reason. However, the number of TransJakarta’s bus stops, which are 200 stops, proves how TransJakarta’s range is wide (Wikipedia, n.d.). 4. TransJakarta may be clean. Out of five interviewees, only one interviewee mentioned about it. The other interviewees however, did not mention about it. So, the writer found that the cleanness of TransJakarta is not one of the most important thing in TransJakarta’s qualities. 5. TransJakarta may be safe. Out of five interviewees, only the Head of Public Relations of TransJakarta mentioned about TransJakarta’s safety. However,

knowing that Mr. Wibowo has a big part in building TransJakarta too, the credibility of his statement can be considered in making this statement. 6. TransJakarta may be comfortable. Two out of five interviewees agree, one disagrees, and the other two did not mention about it. Mr. Wibowo as the Head of Public Relations of TransJakarta stated that one of TransJakarta’s main missions is to bring comfort to their passengers.

3.6 Data Analysis In this section, the writer will show the result of the data collected after being analyzed. As this thesis project’s objective is to increase awareness about TransJakarta, the writer did a Qualitative Research through an interview, as the results were shown on subchapters 3.4.2 Qualitative Data Collected and 3.5 Data Analysis. Through this section, the writer would like the reader to understand better about traffic jam, TransJakarta, and video advertisement on social media. Based on the collected qualitative data, the writer found that:

1. Traffic jam in Jakarta is bad. 2. Traffic jam in Jakarta is caused by the amount of private vehicles that keeps increasing. 3. TransJakarta avoids traffic jam, is affordable and have a wide range but maybe is safe, clean and comfortable. 4. Video advertisement in social media is effective in informing and persuading someone to try a service or product.

The results found are actually supporting the research statement of this thesis which is ‘A creation of video campaign using AIDA marketing model about TransJakarta can increase the awareness of TransJakarta’s benefits in avoiding traffic jam’. Since traffic jam in Jakarta is bad and it was caused by private vehicles, the writer would like to give a solution which is by using TransJakarta that is able to avoid traffic jam. This solution will be presented through a video campaign uploaded in social media that is effective to persuade someone to try a service.

3.7 Research Outcome Based on the data collected, the research outcome can be determined as follows:

1. TransJakarta is known as an affordable public transportation that was created to reduce traffic jam, yet the cleanness and comfort is still questioned. The best way to show people that TransJakarta is clean and comfortable is by proving and showing them through the video. 2. TransJakarta is known as a solution to avoid traffic jam, however people still prefer to use their private vehicles. The best way to invite people to use TransJakarta is by showing the benefits of taking it in order to avoid traffic jam. 3. Video advertisement in social media is effective in persuading someone to try a service. Hence, the best media to increase the awareness of TransJakarta’s benefits in avoiding traffic jam is through a video uploaded on social media. 4. A video that provides a story that is relatable to the viewers can be effective in persuading them to try a service or product. The best way to invite the viewers to try TransJakarta is by showing them a story where they can relate to the situation.

CHAPTER IV

PROJECT DEVELOPMENT AND RESULT

4.1 Proposed Design Solution The proposed design solution of this thesis project is to create a video campaign with AIDA marketing model that will increase the awareness of TransJakarta’s benefits in avoiding traffic jam. The viewers’ awareness will be increased through:

1. A video campaign that will provide a relatable storyline that shows how TransJakarta is really helpful in avoiding traffic jam and shows TransJakarta’s strengths.

Figure IV.1 Application of AIDA, the Visual and Mood in the Video

2. A thumbnail for the video campaign on YouTube. The thumbnail will not be only a simple screenshot of the video, but it will be edited and typography will be added to get people more curious and click the video. 3. A poster that shows pictures of TransJakarta’s traffic jam. The QR code of the video campaign’s link will be placed on this poster. The purpose is to get people curious and scan the QR code to find out what is the poster about. 4. A poster that shows a bit of the video campaign’s story. This poster’s purpose is to gain the viewers’ curiosity and get them watch the video. The QR code of the video campaign’s link will be included.

5. A pin badge of TransJakarta. This pin badge can be a symbol of special accomplishment for TransJakarta’s loyal customers, or new customers whose awareness have increased after watching this thesis’ video campaign

4.2 Significance of Project The significances of this thesis project in Economic Value are:

1. Through this thesis’ video, the people of Jakarta can be more aware about TransJakarta and will use TransJakarta, which helps the government to gain more passengers. 2. With people being aware of TransJakarta’s benefits in avoiding traffic jam, they can save money by riding TransJakarta. With only Rp. 3,500, they can travel to almost all places in Jakarta.

The significances of this thesis project in Non-Economic Value are:

1. The people of Jakarta can be more aware of TransJakarta and the benefits of taking TransJakarta in avoiding traffic jam. 2. This thesis can be a reference for other people who would like to make a video campaign that have a persuasive value. 3. This thesis can help the writer to build skills as a researcher in developing, writing and organizing concept.

4.3 Design Execution In this section, the process of the preparation, design process until the completion of the design outcome will be explained in detail.

4.3.1 Preparation Before creating the video campaign, the writer starts to create a plan about what are needed to be prepared for the shooting. The first things to prepare are the

63 tools that are going to be used to shoot the video, there are three different tools with different functions each.

Tools Function Canon EOS M5 1080p and 60fps video, Dual pixel AF Zhiyun Crane-M 3-Axis Stabilize all shots to become smoother Stabilizer Take still videos (Also needed for time-lapse Tripod scenes) Table IV-1 Tools for Video Shooting

The writer chooses Canon EOS M5 as the primary tool for the video shooting because of its’ ability in processing High Definition video in 1080p resolution and 60 frames/ second. The 60fps feature is very helpful when taking shots that need to be edited into slow-motion footage. Not only the quality of the video outcome, this camera also has a very nice auto-focus system which is called Dual Pixel Auto Focus, where the camera can change the focus of the shot to whatever object the writer would like to focus on, very quickly. This feature can help in saving time since the writer do not have to delay the shooting just to change the focus while shooting scenes.

Zhiyun Crane-M 3-Axis Stabilizer is a stabilizer that holds the camera still and helps to create very smooth shots. The writer would like to use this stabilizer on scenes where the subject is moving and the camera has to follow along the subject. When the camera is held hand-held, the footage will be shaky, especially during a scene where the subject is running. Meanwhile, the camera will stay on position and not shake even while shooting running scenes through the help of Zhiyun Crane-M.

A tripod helps holding the camera in place and it will stay still as long as the tripod is set on a still surface. It will be used to shoot scenes that show shots of the street, time-lapse of the street and buildings.

Figure IV.2 Tools for Video Shooting

4.3.2 Design Process As stated on the literature review, before starting the filming, a concept and treatment must be determined first. The concept of thesis’ video campaign is to tell the people of Jakarta about TransJakarta’s benefits in avoiding traffic jam. The story of the video will mainly show about the daily life of a Jakarta citizen before and after he rides TransJakarta. By showing scenes of how big the advantages of taking TransJakarta in avoiding traffic jam is, the viewers’ awareness will be increased. However, to get the viewers’ awareness increased, the video itself must be interesting enough for them to watch from the beginning to the end. Not only through the story, the viewers’ awareness can also be increased through the application of AIDA Marketing Model in the video. The application will be in the story, and the shooting and editing techniques. The treatment of the video starts with writing the story through a screenplay.

AIDA Screenplay Duration Concept ±30 The actor’s morning routines, shown Attention Act I Seconds through fast cuts of shots, loud sound. Relatable problems the actors face because of traffic jam (Late to work, Interest Act II ±2 Minutes late to appointment with friends and late to date with girlfriend and end up breaking up – plot point). The problems are solved because the Desire ±1 Minute actor rides TransJakarta that avoids traffic jam. Act III Text that says ‘Do not take your time, ±15 Action take TransJakarta’ to invite people to Seconds ride TransJakarta. Table IV-2 Application of AIDA on the Screenplay

The Attention step is to grab the viewers’ attention through loud alarm sound and showing fast cuts of scenes of the the actor’s morning routines. The fast cuts will show several shots for only a few seconds. As explained in the literature review, humans have an average attention span of only 8 seconds (Crieg, 2017). Through these fast changes of shots, the viewers’ attention can be kept for the first 30 seconds.

On the Interest step, the writer will show the problems that the actor is facing because of traffic jam. There are three problems, which are the actor comes late to the office, the actor’s friendship with his friends break because he comes late, and the actor and his girlfriend break up because his girlfriend is tired of the actor always coming late to their appointments. The breaking up part will be the climax of the story, since it is the hardest time the actor has to face. The story is designed to be relatable to what other people have experienced, based on the results of this thesis’ Qualitative Research.

The Desire step will show the resolution of the problem, where the actor is not facing the problems before he rides TransJakarta anymore. These scenes will build the desire in the viewers after they have known how TransJakarta is effective in avoiding traffic jam.

The Action step will show how the actor and his girlfriend get back together because they ride TransJakarta together. On this scene, texts will be shown. The texts are “Do not take your time, take TransJakarta.” The texts are used to invite the viewers not to waste their time any longer. Wasting their time means being stuck on traffic jam, also taking too long to decide to ride TransJakarta.

For this thesis, the writer has asked for a few people’s help to become the actors in the campaign video. Each actor has their own role.

Name Photo Role Main actor. Most of the time, he comes Johan (23) late to work and his appointments because he was stuck in traffic. Johan’s girlfriend. Keeps experiencing arriving early on the date appointments Debora (22) with Johan, and always have to wait for

Johan who comes late. Gloryan, Yeremia, Johan’s friends. Tired of how Johan is Richard, Kim (23) always late to their appointments.

Table IV-3 Actors and Their Role

The treatment of the video starts with writing the story through a screenplay. The screenplay explains in detail about what will happen in the video, including the voice over narration. Below is the brief screenplay of the video in a table formatting.

Scene Happening Background Outside house, 1 Morning sunlight seen between leaves. Morning o A bright room filled with morning sunlight through the window. o Clock shows 5:59AM to 6AM. o Alarm rings, shows reminder “Work at 8AM”. Johan’s bedroom, 2 Johan turns the alarm off with his hand. Morning o He sits up on his bed slowly with crunched morning face. He gets up from his bed. o Toothpaste is being put on the toothbrush. o Johan brushes his teeth.

o He buttons up his shirt. o He ties his tie. o (Voice Over) This is my everyday life. o He closes the bedroom door. o Johan opens his car’s door. He enters his car. Parking lot, 3 o The car left the parking lot. Morning o (Voice Over) Leaving on time o The street is packed with cars, having a traffic jam. o (Voice Over) Only to be welcomed by the traffic 4 jam. Street, Car, o Johan is driving. He takes a look at his phone. Morning o The clock shows 8:09AM. o (Voice Over) Being late to work. o He sighs, slightly hits his steering wheel. o Johan runs along the corridor. o He checks his watch while running to the cinema. o (Voice Over) Being late after making appointments. o Once he nearly reaches the cinema, the name of the cinema can be seen. He sees his friends already going out, leaving the cinema. o His friends walk in group. They talk and laugh, but stop when one of them sees Johan and tells Mall, 5 his friends. They realize Johan’s presence. Day o (Voice Over) My integrity becomes weaker. o One friend raises his index finger and taps at his watch twice. The other friends shake their heads. o (Voice Over) That nakes me lose the trust of the people around me. o Johan smiles awkwardly while scratching the back of his neck. o His friends leave him one by one. One friend taps on his shoulder before following the other friends. Johan is left alone. He sighs. o A café with lighting from sunlight through Café, 6 windows. Day o (Voice Over) Too many moments being wasted.

o Debora sits in a chair where the door can be seen behind her. o She checks on her watch and sighs. She taps her fingers on the table. o (Voice Over) That should have been spent together. o The seat Debora was sitting on is now empty. Johan pushes the door and runs into the café. He looks around to find Debora. He found a post-it on the table Debora was sitting on. His hand picks up the post-it. He reads the post-it. o The post-it says “Aku capek gini terus. Aku rasa sampai disini aja.” o (Voice Over) Instead, I lost my loved one. o He chuckles bitterly, slowly lets his hand down still holding the post-it. o Seen from a fly-over, the street is packed with cars, having a traffic jam. o (Voice Over) Not only disadvantaging other people. o Johan is driving. He looks angry, his expression Street, 7 is dark and he frowns. He looks to his right Afternoon (outside). o A TransJakarta bus passes through the busway. o (Voice Over) My time is also wasted on the road. o He looks back to his front. o Time-lapse of the apartment from the afternoon to night. o Johan opens the door harshly and enters his apartment. He impatiently unties his tie and tosses it to the floor. He takes out his wallet from the right back pocket of his trousers, Apartment, 8 throws it on the floor. He sits on the edge of his Afternoon to bed, palmed his face with both of his hands, Night ruffles his hair out of frustration and throws his hands away. He looks up and sees his wallet on the floor. o (Voice Over) Whereas, I did not realize. o A Flazz card is coming out of his wallet.

o Johan stands up from his bed and picks the card up. o (Voice Over) That all this time, the solution is near with me. o He holds the card, shows a bit of curiosity on his face, and he flips the card back and forth to see what card it is. 9 Johan walks on the parking lot, passes by his Parking lot, parked car. Morning o Johan walks to the entrance of his office. Before reaching the entrance, he pauses. He takes a look at his watch. 10 o His watch shows 7:43. Office, o He smiles to himself, he lets his arm down. Morning o He continues walking to the entrance on his office. The office’s building is tall and the blue sky is seen above it. o Johan and his friends are enjoying themselves chatting and laughing, sitting on a table inside 11 the food court. Mall food court, o (Voice Over) A solution that teaches me about Morning how precious time is. o He laughs brightly and looks very happy. o Johan walks on the footbridge’s stairs. 12 o He walks in to the bus stop. He taps his card on Footbridge, the entrance. Morning o The machine shows Rp. 3,500. 13 o He walks to the gate and waits for the bus. Bus stop, o A bus stops. He enters the bus. Morning o Johan walks inside the bus and holds the handle grip above his head, standing beside Debora. o The bus looks comfortable and big. o Both of them are standing next to each other. Debora is reading a book and Johan is playing Bus, 14 with his phone. Morning o The bus shakes due to the driver stepping on the breaks. Debora nearly falls, Johan catches both of her shoulders. o Their faces are quite close to each other and their eyes met.

o Johan and Debora hold hands. Street, 15 o (Voice Over) I choose not to waste my time. I Morning choose TransJakarta. Table IV-4 Screenplay of the Video Campaign

After writing the screenplay, the next step is to visualize it. The best way to do that is by creating a storyboard. The writer describes storyboard as the visualization of screenplay. Storyboard is basically a collection of drawings that show what are described on the screenplay regarding each scene, but with more details of the camera angles, shots and movements. The purpose of creating a storyboard is to help guide the video maker to know what angles, types of shots and movements are going to be used in each scene, while shooting the video. Below is the storyboard of this thesis’ video campaign the writer has drawn.

Figure IV.3 Storyboard of the Video Campaign

After finishing the concept, treatment through screenplay and the storyboard, the writer set schedules of the shooting with the actors. The shooting takes place in various locations and takes about four days to finish. Each scene were shot in around twenty minutes to two hours.

Date Location Scene

2 December 2017 First Crack Coffee (Café) 6

Footbridge, TransJakarta’s Stops and Bus 12, 13, 14 3 December 2017 Mal Kota Kasablanka 5, 11

Polda Metro Jaya Footbridge and Jakarta 4, 7 7 December 2017 Streets Prudential Tower’s Parking Lot 10

Green Pramuka City Apartment 2, 8 8 December 2017 Green Pramuka City Apartment’s Parking Lot 1, 3, 9 Table IV-5 Shooting Timeline

After creating the screenplay and storyboard of the video campaign, the writer also draws sketches of the promotional items which are the video thumbnail on YouTube, posters, and a pin badge. The video thumbnail’s size is 1280 x 720 pixels, which is the default size of YouTube thumbnail. The posters’ size is A3. The pin badge’s shape is a circle, and the diameter is 3cm.

Figure IV.4 Promotional Items' Sketches

4.3.3 Design Outcome After finishing the concept and planning of the shooting, the writer begins to shoot the footages one by one. The story and shots were being made based on the theories and review on previous design projects the writer has learned from chapter two, literature review, and result of the qualitative research. There are five design outcomes, which are the video campaign, the video’s thumbnail, two posters and postcards.

4.3.3.1 Video Campaign The video campaign created are divided into several scenes, each scenes deliver its own message and purpose. In this section, the writer will explain about each scene and the shooting techniques, color tone, voice-over narration and music.

Figure IV.5 Scene 1 – Sunlight through leaves

Scene 1 is a short shot of sunlight seen through leaves. The purpose of this scene is to tell the viewers that this scene’s background is in the morning. This shot was taken through low vertical angle and frontal horizontal angle. The sound used in this scene to scene 2 is the natural birds’ chirping sound in the morning.

Figure IV.6 Scene 2 – Bright room with morning sunlight

Scene 2 starts with a shot of the actor sleeping on his bed. The lighting used is natural lighting, which is the sunlight through the window. This shot were taken through eye-level vertical angle, oblique horizontal angle and full camera shot.

Figure IV.7 Scene 2 – Alarm @ 6M, "Work at 8AM"

The next shot shows the phone’s alarm ringing. When the alarm rings, the current time on the scene is being shown, which is 6AM, and there is a reminder note that writes “Work at 8AM”. The purpose of this scene is to tell the viewers how the actor wakes up on time to prepare himself going to work at 8AM. This shot were taken through eye-level vertical angle, oblique horizontal angle, close up camera shot and slight camera panning to the left.

Figure IV.8 Scene 2 – The actor sits on his bed

The next shot shows the actor sitting on his bed and trying to fully wake himself up. This scene’s purpose is to tell the viewers that the actor is still sleepy, but in order to arrive at his office on time, he needs to prepare earlier. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot. Frontal angle is used to invite the viewers to feel and relate with the actor.

Figure IV.9 Scene 2 – The actor brushes his teeth

The next shot shows the actor brushing his teeth, shown in a very short duration. The fast changing of scenes were made in order to grab the viewers’ attention. This scene’s purpose is to show the viewers the actor’s daily activity and preparation before going to the office. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera.

Figure IV.10 Scene 2 – The actor buttons up his shirt

The next shot shows the actor buttoning up his shirt. This scene’s purpose is similar to the brushing teeth shot, to show the viewers the actor’s daily activity and preparation before going to the office. This shot were taken through eye-level vertical angle, oblique horizontal angle, and close up camera shot.

Figure IV.11 Scene 2 – The actor closes the door

The next shot shows the actor closing his apartment’s door to show that he is leaving. This scene’s purpose is to be a transitional shot from the apartment to the actor’s car. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.12 Scene 3 – The actor open his car's door

The next scene starts with the shot of the actor opening his car’s door and entering the car. This scene’s purpose is to show that the actor uses his car to go to work. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium to full camera shot

Figure IV.13 Scene 2 – Car leaving

The next shot shows the actor’s car leaving. This scene’s purpose is to be the transitional shot from the actor leaving the apartment to driving on the street. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium to full camera shot

Figure IV.14 Scene 4 – Traffic jam

The next scene starts with the shot of traffic jam, being seen through the footbridge. This scene’s purpose is to tell the viewers that the actor is currently in the middle of traffic jam. Another purpose is to show how the normal road is facing traffic jam, meanwhile the busway is free of traffic jam. This shot were taken through high vertical angle, frontal horizontal angle, and wide camera shot.

Figure IV.15 Scene 4 – The actor checks on his phone

The next shot shows the actor driving in the car, and he checks the time on the phone, and it shows 8:09. This scene’s purpose is to tell the viewers that the actor is late to work, as previously shown on Scene 2 that his work starts at 8AM. This shot were taken through eye-level vertical angle, oblique horizontal angle, and close up camera shot.

Figure IV.16 Scene 5 – The actor runs along the corridor

The next scene starts with the shot of the actor running along the corridor in a mall. This scene’s purpose is to tell the viewers that the actor is late so he is in a hurry. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.17 Scene 5 – Out of cinema, friends are leaving

The next shot shows the actor meeting his friends, who are already leaving the cinema. His friends are disappointed with the actor that he comes late. This scene’s purpose is to tell the viewers that the actor is late to his appointment with his friends, as their friends are done watching the movie, but he has just arrived. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.18 Scene 5 – The actor smiles, scratches his neck

The next shot shows the actor scratching the back of his neck. This scene’s purpose is to tell the viewers that the actor feels guilty that he is late to the appointment with his friends. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.19 Scene 5 – The actor’s friends leaving one by one

The next shot shows the actor’s friends leaving him one by one. This scene’s purpose is to tell the viewers that the actor’s friends are very disappointed that they do not care even though the actor has come to the cinema, he is already very late. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.20 Scene 6 – The actor’s girlfriend drinks from empty glass

The next shot shows the actor’s girlfriend sitting in a café, drinking from an empty glass. This scene’s purpose is to tell the viewers that the actor’s girlfriend has been waiting for long for the actor to come, to the point where she does not realize she has finished her drink. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.21 Scene 6 – The actor’s girlfriend checks on her watch

The next shot shows the actor’s girlfriend checking her watch. This scene’s purpose is to show that she is becoming impatient. This shot is also a transitional shot where a chair is used to block this scene and move to the next one. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.22 Scene 6 – Empty seat

The next shot shows the seat the actor’s girlfriend was sitting at is now empty. This scene’s purpose is to tell the viewers that the actor’s girlfriend has now left her seat because she has been waiting for too long. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.23 Scene 6 – Johan reads the post it

The next shot shows the actor entering the café, and going to the table his girlfriend was sitting at. This scene tells the viewers how the two have spent many of their times together in the same table. After that, the actor finds then reads a post it left by his girlfriend. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.24 Scene 6 – The post it

The next shot shows the post it the actor is reading. The post it says, “I am tired of this… I think we are done here”. This scene’s purpose is to tell the viewers that the actor’s girlfriend has asked the actor to break up with her, because she is tired of experiencing the actor coming late to their dates. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.25 Scene 7 – Traffic jam

The next scene starts with a time-lapse of traffic jam. This scene’s purpose is to tell the viewers that the actor is stuck on traffic jam. Another purpose is to show how the normal road is full of vehicles and having traffic jam, meanwhile the busway is free of traffic jam. This shot were taken through high vertical angle, frontal horizontal angle, and wide camera shot.

Figure IV.26 Scene 7 – The actor looks to his right

The next shot shows the actor is driving in the middle of traffic jam. Slowly, he looks to his right. This shot were taken through eye-level vertical angle, frontal horizontal angle, and close up camera shot.

Figure IV.27 Scene 7 – The actor sees TransJakarta passing by

The next shot shows the actor seeing a TransJakarta bus passing by in a fast pace. This scene’s purpose is to tell the viewers how TransJakarta has its own lane that is a busway, and through the busway, traffic jam can be avoided. Not only the viewers, the actor also realizes about TransJakarta’s benefits in avoiding traffic jam. This shot were taken through eye-level vertical angle, oblique horizontal angle, and close up camera shot.

Figure IV.28 Scene 8 – Apartment building and the sky

The next scene starts with a shot of the actor’s apartment building from the outside, also the sky. The purpose of this scene is to tell the viewers that the actor was stuck on traffic jam for quite long, since the afternoon to the night. Another purpose is that it is a transitional shot moving from the street to the apartment. This shot were taken through low vertical angle, oblique horizontal angle, and wide camera shot.

Figure IV.29 Scene 8 – The actor opens the door harshly

The next shot shows the actor entering his apartment while opening the door harshly, then he throws his shirt on the floor. This scene’s purpose is to tell the viewers how the actor is angry after the break up and traffic jam. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.30 Scene 8 – The actor throws his wallet

The next shot shows the actor throwing his wallet away to the floor. This scene’s purpose is to show the viewers that the actor’s wallet is now on the floor, and it is a quite important scene to continue to the next one. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.31 Scene 8 – The actor frowns while sitting on the bed

The next shot shows the actor frowning and ruffling his hair out of stress. This scene’s purpose is to show the viewers that the actor is feeling down and angry over his break up and the traffic jam. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.32 Scene 8 – The actor sees his wallet

The next shot shows a bit of how the actor is still stressed, also the actor seeing his wallet on the floor. This scene’s purpose is to show the viewers that the actor has found something coming out of his wallet. This shot were taken through eye-level vertical angle, frontal to oblique horizontal angle, and close up to medium camera shot.

Figure IV.33 Scene 8 – A Flazz card coming out of the wallet

The next shot shows the actor taking a Flazz card that is coming out of his wallet. This scene’s purpose is to show the viewers a way to take TransJakarta, which is by using a Flazz card. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.34 Scene 8 – The actor seeing the Flazz card

The next shot shows the actor seeing the Flazz card. This scene’s purpose is to show the viewers that the actor has now found the answer of his problems in facing traffic jam. Which is, through a Flazz card, he can ride TransJakarta. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.35 Scene 9 – The actor walks passing by his car

The next scene starts with a shot that shows the actor walking passing by his car. This scene’s purpose is to show the viewers that the actor is going to work, but not driving his car anymore. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.36 Scene 10 – The actor has arrived at office

The next scene starts with a shot shows the actor walking to his office. This scene’s purpose is to tell the viewers that the actor has arrived at his office, seen through the office buildings behind him. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.37 Scene 10 – The time shows 7:43

The next shot shows the actor checking the time on his phone, which shows 7:43. This scene’s purpose is to tell the viewers that the actor has arrived at his office on time, even earlier, after riding TransJakarta. It indirectly delivers the message that when the actor drives his own car, he will arrive late because of traffic jam. But through TransJakarta, traffic jam can be avoided. This shot were taken through eye-level vertical angle, oblique horizontal angle, and close up camera shot.

Figure IV.38 Scene 11 – The actors’ friends laughing

The next scene starts with a shot that shows the actor’s friends laughing, enjoying their time together with the actor. This scene’s purpose is to tell the viewers that the actor’s friends who were previously mad at the actor, is now not mad anymore. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.39 Scene 11 – The actor laughing with his friends

The next shot shows the actor laughing happily. This scene’s purpose is to tell the viewers that the actor has solved his problem with his friends by not coming late to the appointment anymore, by riding TransJakarta. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.40 Scene 12 – The actor walks on a footbridge

The next shot shows the actor walking on the footbridge. This scene’s purpose is to tell the viewers that to get to TransJakarta’s bus stop, it is required to walk through the footbridge. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.41 Scene 12 – The actor taps the Flazz card

The next shot shows the actor walking to the bus stop entrance and tapping the Flazz card on the entrance machine. This scene’s purpose is to show the viewers how TransJakarta’s bus stop looks like, how clean and neat the place is, and how to get inside TransJakarta’s bus stop, which is by tapping the Flazz card. This shot were taken through eye-level vertical angle, frontal horizontal angle, and close up camera shot.

Figure IV.42 Scene 12 – The machine shows Rp. 3,500

The next shot shows a bit of the card being tapped on the entrance machine, and then the machine shows the tariff which is Rp. 3,500. This scene’s purpose is to tell the viewers that to ride TransJakarta, the price is only Rp, 3500. This shot were taken through high vertical angle, frontal horizontal angle, and close up camera shot.

Figure IV.43 Scene 13 – The actor waits for and enters the bus

The next scene starts with a shot of the actor waiting for and then entering the bus. This scene’s purpose is to show the viewers how do passengers wait for TransJakarta’s buses. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.44 Scene 14 – The actor walks inside the bus

The next scene starts with a shot that shows the actor walking inside TransJakarta’s bus. This scene’s purpose is to show the viewers how does the bus look like, how clean, neat and less-crowded the bus is. This shot were taken through eye-level vertical angle, frontal horizontal angle, and medium camera shot.

Figure IV.45 Scene 14 – The actor standing beside his ex-girlfriend

The next shot shows the actor finding a place to stand. This scene’s purpose is to tell the viewers that inside TransJakarta’s bus, people can choose to sit or stand. Usually, people tend to stand up when they need to get down from the bus in one or two next stops. It also shows the actor not realizing that he is standing beside his ex-girlfriend. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.46 Scene 14 – The actor’s ex-girlfriend fell onto the actor

Figure IV.47 Scene 14 – The actor and his ex-girlfriend looking at each other

The next shot shows the actor and his ex-girlfriend looking at each other. This scene’s purpose is to tell the viewers that both the actor and his ex-girlfriend have just realized the presence of each other. By looking at each other intently in slow-motion, the scene indirectly tells that something is going to happen between them. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.48 Scene 15 – #DontTakeYourTime

The next scene starts with a shot that shows the actor and his ex-girlfriend who has now became his girlfriend again, walking and holding hands. This scene’s purpose is to tell the viewers that through TransJakarta, the actor and his girlfriend spent their time reconciling, and they get back together. The hashtag #DontTakeYourTime is placed to invite the viewers not to waste their time on traffic jam anymore. This shot were taken through eye-level vertical angle, oblique horizontal angle, and medium camera shot.

Figure IV.49 Scene 15 – Take TransJakarta

The next shot still shows the same scene from Figure IV.49, but the texts have changed. It is written ‘Take TransJakarta’ to invite the viewers to change from riding private vehicles to riding TransJakarta.

Figure IV.50 Scene 15 – TransJakarta’s logo

The last shot shows TransJakarta’s logo to summarize the whole video, to give a confirmation to the viewers that the video is actually made to increase their awareness about TransJakarta’s benefits in avoiding traffic jam.

After explaining about each scene and the shooting techniques, the writer would like to explain about the application of color theory in the video. The main color used in the whole video is teal and orange, to create color contrast and visual interest that can attract the viewers’ attention (Thurston, 2017). Orange is also a part of the color tones the writer uses on scenes before the problem comes and after the problem is solved. As explained in chapter two, literature review, the color orange means nice, upbeat, least-dramatic, warm and welcoming congeniality (Bellantoni, 2005). Orange is used to set the mood warm, since the story has not come to its problem yet.

Figure IV.51 Application of Orange Tone in the Video

When the problem starts to come, the color tone will change and. There are two colors used in the scenes that show the problems. The writer divides the problems into two, which are the problems and the main problem. The main problem is the climax of the problem in the video. During the problems step, the writer uses the color of yellow that represents first clue, or warning, used for caution signs is that it’s visually aggressive, scene-stealer, always clamoring for attention (Bellantoni, 2005). Yellow is used to grab the viewers’ attention, and warns the viewers about the problems might happen to them when they are stuck on traffic jam.

Figure IV.52 Application of Yellow Tone in the Video

During the main problem, the writer uses the color tone red, that represents aggressive, anxious, compulsive, raise heart rate and anxiety level (Bellantoni, 2005). The color red is used to involve the audience’s emotion, to let them not only see but also feel that actor’s anger.

Figure IV.53 Application of Red Tone in the Video

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It is not only the color tone, to make the video look more dramatic, the mood of the video also gets darker or brighter, depends on the scenes’ purpose.

Figure IV.54 Application of Dark Mood in the Video

Between the scenes before the the actor finally decided to ride TransJakarta, the writer uses the fade to white or bright light transition. The purpose is to tell the viewers that this scene coming is a new start of the actor’s. The new start is, the actor starts to ride TransJakarta rather than his own car in order to avoid traffic jam.

Figure IV.55 White/ Bright Light Transition in the Video

Typography is also an element used in the video. It appeared at the end of the video, to deliver the video’s purpose and give an invitation to the viewers. The font used is ‘Akkurat-Mono’, a sans serif font.

Figure IV.56 Application of Typography in the Video

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During the first seconds, the writer uses morning birds chirping sound to give morning vibes. Then the writer adds apartment room sound in order to make the scenes not sound empty. The writer also adds the real sound of brushing teeth, tying a tie, closing the door, opening and closing car’s door and the car leaving. After these scenes, the writer fully uses the songs the writer has chosen for the video. But in the middle of the video, during the scene where the actor enters his apartment angrily and then throws his shirt and wallet to the floor, the writer adds the real sound effect, to let the viewers hear and feel the actor’s anger. There are two songs used in the video. The first song is ‘Cold’ by Jorge Mendez. This song is considered as anticipation music as explained in the literature review. As the volume is getting loud and the pitch in the notes climb, the anticipation felt by the viewers will climb as well. This song is made through a combination of piano and violin sound. The minor chords of the song matches perfectly with the scenes where the actor keeps facing problems. The second song is ‘Stay’ by Jorge Mendez. This song is played by piano, it has very calming and beautiful melodies. This song is considered as peace music, where the viewer can be washed over with waves of comfort through smooth strings. It is used for relieved factor, as the scenes showing are scenes where the actor has solved the problem through the solution this thesis gives.

Figure IV.57 Timeline of the Video Campaign

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4.3.3.2 Video Thumbnail After the video is created, the writer designed a thumbnail for the video on YouTube. Thumbnail is a small picture that helps the viewers recognize a video. The purpose of this thumbnail is to show a preview of the video’s content.

Figure IV.58 Video Campaign's Thumbnail on YouTube

In the thumbnail, the writer puts a screenshot of one of the scenes in the video, which is also one of the most important scene. It is a scene where the actor and his ex-girlfriend meet again inside TransJakarta’s bus, which is the scene where the actor’s main problem is solved. The main hashtag of this video campaign #DontTakeYourTime is also written in a big size on the thumbnail, to invite the viewers become curious about what is the video about. The font used is Akkurat- Bold, the other type of the same font used on the video.

4.3.3.3 Posters The writer would like to promote the video through the usage of posters. Both posters will have a QR code. When the QR code is scanned, it will redirect to the video campaign’s YouTube link. Both posters also include the video campaign’s main hashtag #DontTakeYourTime. The writer creates two different posters. The first poster focuses on promoting the problem in the video, meanwhile the second poster focuses on promoting the story and characters of the video. The

103 fonts used in the poster are Akkurat-Bold and Akkurat-Mono. The poster is in black and white, only the hashtag is colored, in order to promote the hashtag.

In the first poster, the writer would like to let the viewers know about the fact that Jakarta is the city with the worst traffic jam in the world. Two pictures of bad traffic jam in Jakarta are included in the poster. After knowing the fact, the writer would like to invite the viewers to find the solution out through the QR code on the poster that redirects to the video.

Figure IV.59 The Video Campaign's First Poster

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In the second poster, the writer puts the pictures from the scenes of the video. There are three scenes which are the scene where the actor are driving in the middle of traffic jam, the scene where the actor’s girlfriend waits for the actor to come, and the scene where the actor and his girlfriend meet inside TransJakarta’s bus, and they are looking at each other intently. The writer would like to get the viewers become curious about what is this poster about. The writer would like to grab the viewers’ attention by not saying anything about what the video is about.

Figure IV.60 The Video Campaign’s Second Poster

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4.3.3.4 Pin Badge The writer would like to promote the campaign through the usage of pin badge. This pin badge will include the video campaign’s hashtag and tagline which are “#DontTakeYourTime, Take TransJakarta”, but in a way where the customer is declaring that “I do not take my time, I take TransJakarta”. The badge will also have the logo of TransJakarta. This pin badge can be a symbol of special accomplishment for TransJakarta’s loyal customers, or even new customers whose awareness have increased after watching this thesis’ video campaign. The font used is Akkurat-Bold, the same font used for the posters and video’s thumbnail on YouTube.

Figure IV.61 Pin Badge

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4.4 Financial Statement Below is the financial statement for this thesis project’s proposed design solutions.

PT. TransJakarta Financial Statement Year Ended June 30, 2018

Income:

Government IDR 30,000,000 Total Income IDR 30,000,000

Expenses:

Zhiyun Crane-M Stabilizer IDR 5,500,000 Canon EOS M5 IDR 13,000,000 Tripod IDR 700,000 Transportation and Accomodation for Crew IDR 1,000,000 Location and Permit IDR 500,000 Talent IDR 300,000 Social Media Boosts (YouTube and Line) IDR 3,000,000 Promotional Items IDR 2,000,000 Total Expenses IDR 26,000,000

Table IV-6 Financial Statement

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4.5 User Testing In this section, the writer will show the brief result of the interview to collect responses about this thesis’ video campaign. The writer did interviews with seven interviewees with different ages, in order to match the target user profile.

No. Name Transportation Interview Date

1. Ikhsanul Hadi Putra (22) GOJEK January 12th, 2017

2. Adhie Nicholas Umbu (25) Car, Motorcycle January 13th, 2017

3. Amelia Rahma (22) Grab, Uber, Car January 13th, 2017

Mikael Adisatria Blason 4. Motorcycle, Car January 13th, 2017 Parulian (18)

5. Andhika Rizkiputra (15) Motorcycle, GOJEK January 14th, 2017

Martin Danang Laksono 6. Motorcycle, Car, Grab January 14th, 2017 (23)

7. Elisa Valenta (25) GOJEK, Grab January 14th, 2017 Table IV-7 User Testing Interview Timeline

The questions prepared were chosen from this thesis’ research statement and specific problem identified. Below are the user testing questions and answers:

1. Do you understand the purpose of this video? Ikhsanul Hadi Putra (22) More or less, it is an advert for Transjakarta. An advertisement that tells if we would like to avoid Adhie Nicholas Umbu traffic jam, it is better to ride TransJakarta than (25) private vehicles. Yes, this is an advertisement about TransJakarta that Amelia Rahma (22) shows if people ride car, they will get stuck on traffic so it is better to ride TransJakarta. Yes, this is a video about how severe traffic jam in Mikael Adisatria Blason Jakarta is, so we have to try riding public Parulian (18) transportation to decrease traffic jam in our city. Andhika Rizkiputra (15) Yes, it is an advertisement about TransJakarta.

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The purpose of this video is to invite people to ride Martin Danang Laksono TransJakarta to avoid traffic jam and reduce the (23) amount of private vehicles on the streets. Yes, the purpose of this video is to invite people to Elisa Valenta (25) ride TransJakarta to avoid traffic jam because the number of private vehicles in Jakarta is so high.

2. Please tell me what do you get from watching this video? That Transjakarta can help you to avoid traffic and Ikhsanul Hadi Putra (22) hence, helping you in managing your time. An Indonesian citizen who often gets stuck on traffic Adhie Nicholas Umbu in Jakarta so he comes late to wherever he goes to. (25) But when he chooses to ride the bus, he becomes on time and his life becomes happier. The actor never comes on time because of traffic jam. But after he chose to ride TransJakarta, his life Amelia Rahma (22) becomes better because he does not get stuck on traffic anymore. The lifestyle of a normal staff in Jakarta who always Mikael Adisatria Blason gets stuck on traffic when riding his car, and he ends Parulian (18) up being late. But after he rides the bus, he becomes on time because the bus has their own lanes. If we ride TransJakarta, we can avoid traffic jam and Andhika Rizkiputra (15) arrive at our destination on time. An actor who gets stuck on traffic jam every day, and Martin Danang Laksono because of that, his friends and girlfriend start to lose (23) trust on him. But after riding TransJakarta, he becomes more on time. Someone who keeps coming late because of traffic and the people around him becomes disappointed at Elisa Valenta (25) him. But after choosing to ride TransJakarta, it gives a positive impact to his life.

3. What do you feel after watching this video? Honestly impressed about the quality of the video Ikhsanul Hadi Putra (22) itself.

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I understand the feeling of living in a city that keeps Adhie Nicholas Umbu having traffic jams. The video did well showing the (25) real situation of Jakarta right now. It is very relatable, that is why I do not ride my own Amelia Rahma (22) car, usually I order Grab or Uber, so even though I got stuck on traffic, I will just check my hand phone. Usually I ride motorcycle to go to school, but I Mikael Adisatria Blason understand the feeling of coming late because of Parulian (18) traffic jam, so it is very relatable. Andhika Rizkiputra (15) I feel like I would like to ride TransJakarta. This video is very relatable for the people of Jakarta Martin Danang Laksono like myself, I often experience the problems this (23) video shows. Because I know the level of traffic jam in Jakarta is very severe and I have experiences the same things, I Elisa Valenta (25) can feel and relate to the actor’s character in the video.

4. Which part of this video is the most memorable? The girl waiting in the cafe. Well, it really shows the Ikhsanul Hadi Putra (22) feelings of the pain of disappointing someone. The scene at mall, where his friends are disappointed Adhie Nicholas Umbu because he was late, so they left him. And when the (25) actor was angry inside his car during traffic jam, everyone must have experienced that. When the actor makes his girlfriend wait until she finishes her drink, because girls hate to wait Amelia Rahma (22) especially when they have made a promise on when to meet up. When the actor comes late to the cinema and his Mikael Adisatria Blason friends are upset seeing him late, it is the most Parulian (18) memorable one because I had the same experience. When the actor was late to the cinema and his friends Andhika Rizkiputra (15) left him because he was late. When the actor meets his ex-girlfriend and they get Martin Danang Laksono back together because they ride TransJakarta (23) together.

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The part where the actor is angry in the middle of Elisa Valenta (25) traffic jam, and a TransJakarta bus passes by smoothly. The shot is very good in my opinion.

5. When/ at which part do you realize that this video is actually about TransJakarta? Ikhsanul Hadi Putra (22) Kind of at the end. The scene where the actor sees outside and a Adhie Nicholas Umbu TransJakarta bus was passing by quickly, I realized (25) that this is an advertisement about TransJakarta. I only realized on the last part when the logo Amelia Rahma (22) appeared, because at first I thought that this is a drama. When the actor is stuck on traffic jam, he sees outside Mikael Adisatria Blason and a TransJakarta bus passed by. On that scene, it is Parulian (18) very obvious that it is a TransJakarta advertisement. At first I thought this is a short story but when the Andhika Rizkiputra (15) actor walks to TransJakarta’s bus stop, I can slowly tell that this is an advertisement about TransJakarta. When the actor was angry inside his car and a Martin Danang Laksono TransJakarta bus passes by, I had a thought that this (23) is a TransJakarta advertisement. The part where the TransJakarta bus passes by, it Elisa Valenta (25) looks very obvious to me.

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Yes, I become more aware. It is also seen through the Andhika Rizkiputra (15) video where the actor does not ride his car anymore and he arrives at his destination on time. Yes, I already knew that traffic jam in Jakarta is very Martin Danang Laksono severe, so I become aware that the solution is actually (23) by riding TransJakarta. Personally, I become more aware. This video has shown enough through the main story and by showing Elisa Valenta (25) the positive things that will happen when we choose TransJakarta rather than private vehicles.

7. Do you want to ride/ try riding TransJakarta after watching this video? Ikhsanul Hadi Putra (22) Yes, because it is cheap and no traffic. I think people will become interested to ride Adhie Nicholas Umbu TransJakarta after watching this video because it (25) shows many relatable situations to people who often experience getting stuck on traffic. Yes, next time. I would like to ride TransJakarta after Amelia Rahma (22) watching this video. I have ridden TransJakarta but it has been so long Mikael Adisatria Blason since the last time I did. But after watching this video, Parulian (18) I would like to ride again. Yes, next time I will try to ride TransJakarta and see Andhika Rizkiputra (15) if it really does avoid traffic jam. Martin Danang Laksono Yes I would like to ride TransJakarta after watching (23) this video. Elisa Valenta (25) Yes I would like to ride TransJakarta.

8. Do you have any suggestion on how to make this video better/ more interesting? I think the build up to Transjakarta is not shown enough, a lot of the dialog and the scene with the Ikhsanul Hadi Putra (22) characters make it seem more like the problem lies with the protagonist himself rather than from traffic jam. For advertisements, it is better to make it shorter, I Adhie Nicholas Umbu think it is too long. And if possible, show the inside (25) of the bus.

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Find a more handsome actor with better acting and Amelia Rahma (22) speaking skills. But overall the video is great. The video is very good in my opinion, but the Mikael Adisatria Blason duration is quite long. However the story is already Parulian (18) interesting. The video is already good, but the music is too Andhika Rizkiputra (15) dramatic. Martin Danang Laksono There is none, the video is already interesting and the (23) editing is good. This video is not just an advertisement but it is a PSA (Public Service Advertisement) so I do not think that Elisa Valenta (25) the duration is a problem, overall the video is very good already. Table IV-8 User Testing Interview

Based on the collected data from the user testing interviews, the writer found that:

1. Five out of seven users agreed that the purpose of this video is to invite people to ride TransJakarta in order to avoid traffic jam. 2. All users agreed that the video is about a story that shows how TransJakarta is effective in avoiding traffic jam. 3. Five out of seven users agreed that the video is very relatable as many people often face the same situations the actor had. 4. Six out of seven users agreed that the most memorable parts of the video are when the actor is late to his appointment with his friends and they left him, and when the actor’s girlfriend waited at the café too long. 5. Four out of seven users stated that they realize that the video is actually about TransJakarta when the scene where the actor was stuck on traffic jam, and when he looks outside, a TransJakarta bus passes by. 6. Six out of seven users agree that their awareness of TransJakarta’s benefits in avoiding traffic jam is increased after watching this video. 7. All users stated that they want to ride TransJakarta after watching this video. 8. Two users suggested that to make a better video, make the duration shorter.

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Through this user testing interviews, the writer found that this thesis’ research statement has been successfully proved, which is a creation of a video campaign using AIDA marketing model about TransJakarta’s benefits in avoiding traffic jam can increase the awareness of TransJakarta’s benefits in avoiding traffic jam. The users also picked the scenes where the actor’s girlfriend and friend in the video are upset with the actor because he keeps coming late. This proves that the ‘Interest’ section in AIDA (Attention, Interest, Desire, and Action) is successful, where the users said that the scenes in the video are relatable, that is why their interest was kept until the end of the video. The ‘Desire’ and ‘Action’ sections are also successful because all users stated that they want to ride TransJakarta after watching this video, and with that statement, the writer has successfully created a persuasive video campaign.

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CHAPTER V

CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion After learning from design theories, previous studies, and doing a qualitative research, the writer has created a persuasive video campaign to raise the people of Jakarta's awareness about TransJakarta's benefits in avoiding traffic jam and to invite them to ride TransJakarta. The process of making the video campaign made the writer learn several things. First, the combination of AIDA marketing model, shooting techniques (composition, camera angles, camera shots, camera movements, moving shots, and cinematic continuity), sound, color gradings, typography and review on previous design projects can be used to create a successful video that has a persuasive value. Second, the usage of relatable storyline for the video’s content can help making the viewers relate and understand the story better. Based on the user testing result, the writer concluded that a persuasive video campaign using AIDA Marketing Model can raise people’s awareness of TransJakarta's benefits in avoiding traffic jam, and it is able to persuade the viewers to ride TransJakarta.

5.2 Recommendations During the process of writing this thesis and creating the video, there are still many parts where the writer is lacking. Hence, the writer would like to recommend several things in order to improve future researches. First, to make a successful video, it cannot be done by only one person. The writer has learned that this thesis’ final video is lacking at some parts and that was because the writer worked alone. In order to create a more perfect video, there needs to be a crew team of two or three people who will help during the shooting process. Second, to make a video that can involve with the audience’s feelings, the writer needs to prepare the actors better so

115 the actors can portray the characters well. Through that, the video can be more impactful. Third, before starting the process of shooting, make sure to do a survey of the shooting locations to understand the situation, in order to make the process of shooting smoother. And lastly, make sure to understand and master the tools that are going to be used, in order to avoid glitches and wasting time during the shooting process.

5.3 Limitation and Future Plans The recommendations for future researches written above have actually explained the limitation during the shooting process and limitation of the video campaign itself. The first limitation is the writer could not manage to create the best video due to the lack of hands helping the shooting process. Second, the actors in the video are not professional actors and the writer did not have much time to do rehearsals with the actors, and that causes the actors’ acting looked a bit awkward. Third, the writer did not have the time to do surveys at the shooting locations, that causes the shooting process takes so long due to on-site camera rehearsals. And lastly, the tools used for the shooting process were new and the writer did not have the time to practice using them. The tools are also very limited, which are a mirrorless camera, a 3-axis stabilizer and a tripod.

For future plans, as this thesis is more focusing on increasing the awareness of TransJakarta’s benefits in avoiding traffic jam, the writer would like to create a shorter video campaign that will focus on making the viewers really ride TransJakarta. With a shorter video duration, it is easier to keep the viewers’ attention watching the whole video, and the shooting process might not take as long as shooting a four minutes-long video. For the tools, the writer would like to use more professional tools to create an even better video with the best quality. To improve the content’s quality, the writer would like to hire better looking actors with better acting skills. The video will also include more scenes that show more unseen positive sides of TransJakarta.

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Oktábcová, K. (2012). Public Transport Promotion Campaign in Ústí nad Labem. Public Transport Promotion Campaign in Ústí nad Labem. Perloff, R. (2003). The Dynamics of Persuasion: Communication and Attitudes in the 21st. Mahwah: Erlbaum. Puspita, S. (2017, May 22). Retrieved from Kompas: http://megapolitan.kompas.com/read/2017/05/22/11361201/pengguna.tran sportasi.umum.di.jakarta.masih.rendah Rehman, F. U. (2014). A Comparative Analysis of Mobile and Email Marketing Using AIDA Model. A Comparative Analysis of Mobile and Email Marketing Using AIDA Model, 38-45. Richardson, N. (2013, November 20). Quick Start Guide to Mobile Marketing: Create a Dynamic Campaign. Retrieved from Google Books: books.google.com.pk/books?isbn=0749460997 Romano, F. (2012). Foreward. In J. Felici, The Complete Manual of Typography (p. 374). Berkeley: Peachpit. Rowley, J. (1998). Promotion and Marketing communications in the information marketplace. 383–387. ShyFonts. (2017, September 22). When To Use Serif vs. Sans Serif Fonts. Retrieved from Shy Fonts: http://shyfonts.com/when-to-use-serif-vs-sans- serif-fonts/ SketchUp. (n.d.). Moving and Aiming an ACT Camera. Retrieved from Sketch Up: https://help.sketchup.com/ru/article/1220896 Statistics, B. . (2015). Retrieved from BPS-Statistics Indonesia Jakarta Province: https://jakarta.bps.go.id/linkTabelStatis/view/id/142 Statistics, B. . (2016). Transportation Statistics Jakarta 2015. Jakarta: BPS - Statistics Indonesia. Thurston, A. (2017, February 27). How to get the ‘Orange and Teal’ look in Adobe Lightroom. Retrieved from Digital Trends: https://www.digitaltrends.com/photography/color-grade-orange-teal- lightroom/ ToyotaIndonesia. (2017, January 10). Toyota All New Fortuner 2016. Retrieved from YouTube: https://www.youtube.com/watch?v=l7bKOaLlBaQ Trojak, M. (2013, November 23). Adobe After Effects CS6 - 3D Text Motion Tracking. Retrieved from YouTube: https://www.youtube.com/watch?v=- vuzkQHkQgk

UberIndonesia. (2017, October 31). Boxes | Let Us #UnlockJakarta. Retrieved from YouTube: https://www.youtube.com/watch?v=YOUUwkCQLUo Wikipedia. (n.d.). TransJakarta's Corridors List. Retrieved from Wikipedia: https://id.wikipedia.org/wiki/Daftar_koridor_Transjakarta Wright, A. (1995). The Beginner's Guide to Colour Psychology. Colour Affects Limited. York, M. (2004). The Videomaker Guide to Video Production. Oxford: Videomaker.

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APPENDIX I INTERVIEW TRANSCRIPT

Interview I Below is the interview transcript with Johanes Parlindungan Hutagalung (A citizen who never rides TransJakarta):

A. Questions about Traffic Jam

Interviewer: What do you think about traffic jam in Jakarta?

Interviewee: Traffic jam in Jakarta is very bad. Actually, Jakarta is quite wide. And from the wideness, traffic jam should be able to be avoided. Even after using odd- even rules, there are still traffic jams.

Interviewer: What do you think is the cause of traffic jam in Jakarta?

Interviewee: That may be because of the population, because Indonesia ranks fourth for the largest population in the world, so traffic jam often happens, let alone in the capital city.

Interviewer: On a journey, how long do you usually get stuck in traffic?

Interviewee: If I am in Jakarta, usually the distance of the trip is 10 kilometers, from Cipete South Jakarta to Tebet which is also in South Jakarta, it can take one and a half hours. If I have an appointment, I must leave from noon. For example I want to eat dinner, if I leave at 3PM I will arrive at 5PM. It always takes 1 hour or longer, never below that.

Interviewer: Usually, where are you going when you are stuck in traffic?

Interviewee: Usually, when I am going to the Mall. Indonesian people, the people of Jakarta often visit the Mall. There are plenty of malls that can be visited in Jakarta. However, every time I go to the Mall, I always have to be stuck in traffic.

Interviewer: What losses do you experience when or after being stuck in traffic?

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Interviewee: I can mention the disadvantages one by one. One, I run out of my time. I can spend my time more productively, meanwhile I just stay in the car. Secondly, I have to manage my time even earlier. I have to make a plan first before going to somewhere because I know I will be trapped in traffic, so I can only surrender. When I make an appointment with someone, I have told him that I am on the way. I left very on time, but because I got stuck in traffic, I arrived late.

Interviewer: What do you think is the best solution in avoiding traffic jam?

Interviewee: Maybe by reducing private vehicles. Not only cars but motorcycles as well. I have not thought about this too, maybe it is just people are too easy to get a vehicle. But the number of private vehicles must be reduced. And in addition to odd-even rules, another rules need to be applied too. So people will not use the same route. Because when people want to go to a location, they immediately think going through route “A” is the fastest. Precisely, because route “A” is the fastest, it becomes jammed, piling up many people.

B. Questions about Video Advertisement

Interviewer: In your opinion, is video advertising in social media effective enough to get you become attracted to something?

Interviewee: I usually skip advertisements on YouTube. I think the advertisements are not good, very not good. They have no clear message. Like the public transport advertisement I have seen, it is like there is no benefit, usually they only show people in a car, stuck in traffic, after that the problem is solved because he took public transportation. Like, it is still not convincing for myself. If it could give me a more relatable and more moral-building scenarios, it might be able to convince me.

Interviewer: What type of advertising video do you think is effective and interesting?

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Interviewee: Advertisement that try to be different from other advertisements. Usually the advertisement show the same scenarios. At the beginning there is a problem and in the end it is solved by the solution. I think the word ‘unique’ is relative, only if it can be made as different as possible from other advertisements. And if it is possible, make the message clear. Usually there are advertisements that have ambiguous message, confusing the audience. The video’s message must be clear and straight to the point.

C. Questions about TransJakarta

Interviewer: What do you know about TransJakarta?

Interviewee: TransJakarta has a busway.

Interviewer: What do you think about TransJakarta?

Interviewee: If it is possible, I wish TransJakarta reach all regions. TransJakarta has not yet reached my area in Cipete. The public transport there are only angkot and metromini. Since there is no busway nearby, to get to the nearest bus stop, I must ride another transportation first. What I want, Transjakarta can be accessible by many people easily, with more stops in more areas. That way, all people of Jakarta should be able to ride the busway. And I want public vehicles such as angkot and metromini are no longer operating in Jakarta. Because angkot and metromini are dirty, not fast and it takes time for them to wait for more passengers.

Interviewer: What are the strengths of TransJakarta?

Interviewee: Cheap, clean and efficient. It is guaranteed that I will get a bus when I wait at the stop. If I ride another public transport, even after waiting a few hours, there is no certainty that I will ride it. If I use TransJakarta, there must be certainity.

Interviewer: What is the weakness of TransJakarta?

Interviewee: I have not ridden TransJakarta so I do not really know.

Interviewer: What makes you do not want to use TransJakarta?

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Interviewee: I have a car. Because I drive a car daily, so I think it is not too necessary to take TransJakarta. I have not been convinced to try it. Why use TransJakarta? If TransJakarta can go to my destination areas, I would prefer to use TransJakarta.

Interviewer: If the weaknesses are fixed, do you still do not want to use TransJakarta?

Interviewee: I can be sure of using it. I have been abroad, there are many public transportations. In fact, it becomes the main choice of transportation. Since there are too many private vehicles in Indonesia, people have no reason to use TransJakarta. Overseas, all stops can get a passenger straight to the destination. So if TransJakarta fixes this, I am definitely using.

Interviewer: Have you ever watched TransJakarta advertisement on YouTube?

Interviewee: Never.

Interviewer: Is the advertisement effective for you? (Asked after showing the video)

Interviewee: The advertisement is clear, highlighting the day-to-day of people using Transjakarta. But besides, there are no more messages. They only show what TransJakarta looks like. They said that TransJakarta is already better, but I never used it so I do not know how does TransJakarta look like in the past. I think it is still ambiguous and does not convince me to try.

Interviewer: What is your advice on creating a video that can get people to use TransJakarta?

Interviewee: It is a difficult question. First, make it relatable for people who never use TransJakarta. Demonstrate the problems they experienced that can be solved by using TransJakarta. Second, a video which gives a clear message, do not be ambiguous. It is relative if they only show the better service and more comfortable environment. It must be straight to the point, a video that can show if TransJakarta is really comfortable and a good service.

Interview II Below is the interview transcript with Regina Valeria (A citizen who have ridden TransJakarta but prefers to ride another transportation):

A. Questions about Traffic jam

Interviewer: What do you think about traffic jam in Jakarta?

Interviewee: I think traffic jam in Jakarta is terrible, especially during the peak hours. And I think we all know that in some roads or places, those places are almost always having bad traffic. And it is getting worse since the amount of vehicles in Jakarta is always increasing.

Interviewer: What do you think is the cause of traffic jam in Jakarta?

Interviewee: I think since Jakarta is our capital city, I think everyone wants to work there. And it has some malls and entertainment places, so not only people in Jakarta but people who lives in cities around Jakarta, like around Jabodetabek. Everyone wants to visit Jakarta and they mostly bring their own vehicles, cars so the amount of vehicles keep increasing. And I think some spots have worse traffic than the others since the government is building MRT and the other. So it disturbs the normal roads so the traffic jam is worse.

Interviewer: On a journey, how long do you usually get stuck in traffic?

Interviewee: Usually during rush hours, at 5PM to 7PM, the trip usually takes half an hour from my office to my home, while during the normal hours, when the traffic is smooth usually it takes only around ten minutes.

Interviewer: Usually, where are you going when you are stuck in traffic?

Interviewee: Usually, when I go to the office, home, and during the weekend, when I go to the Mall or some other places, like the church.

Interviewer: What losses do you experience when or after being stuck in traffic?

Interviewee: I think being stuck in traffic is tiring and it wastes my time. So, it sometimes costs me to be late to an appointment.

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Interviewer: What do you think is the best solution in avoiding traffic jam?

Interviewee: Some of the solutions I tried is taking the online motorbike service. Because it is effective to go through the traffic jam.

B. Questions about Video Advertisement

Interviewer: In your opinion, is video advertising in social media effective enough to get you become attracted to something?

Interviewee: Yes, sometimes when I am browsing the internet or social media sites, the advertisements sometimes caught my attention and it helps to get the information about the things or the services that are being promoted. I think it is quite effective.

Interviewer: What type of advertising video do you think is effective and interesting?

Interviewee: I think some interesting types of advertisements are, for example is animation. I think it makes people wonder what are the things in the video. Or sometimes, some popular advertisements that I have seen have some scenarios that are put into the advertisement. So, it is not plainly introducing or just showing off the product or the service, but there are scenarios that show that the product or the service is effective. And I think it is effective for the people who watch the video become interested.

Interviewer: What would be the factor for you not to skip an advertisement in social media?

Interviewee: I think first of all, the length of the advertisement should not be long. Like when I found an advertisement that is 30 seconds long, I tend not to skip it. Especially when the beginning of the advertisement is already attention-grabbing. I come to wonder what are being promoted in the video. So, I did not click the skip button. I think it will not hurt for me just to watch the short video.

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Interviewer: As you have said, you will not skip an advertisement if the beginning of the video is already attention-grabbing. What kind of scenes are attention grabbing for you?

Interviewee: I think it is best not to directly show the product. And then I think it is good to have scenes from daily life. Like maybe, the places or conditions where many people can relate to it.

C. Questions about TransJakarta

Interviewer: What do you know about TransJakarta?

Interviewee: TransJakarta is a service provided by the government of Jakarta, where they provide bus with special lane which is special only for the bus and the other vehicles cannot use the lane.

Interviewer: What do you think about TransJakarta?

Interviewee: I think it helps many people. In the few times I took TransJakarta, I saw that there are so many people from various occupations, various economical level and many of them choose to use TransJakarta’s service and I think sometimes it can be a good way to avoid traffic jam.

Interviewer: What are the strengths of TransJakarta?

Interviewee: I think it is affordable for many people and the coverage area of the bus service is quite large.

Interviewer: What are the weaknesses of TransJakarta?

Interviewee: I think it is the number of the buses itself. I am not sure if the government did a research or talked about this, but the number of buses seems cannot fully accommodate the number of passengers. Sometimes the bus are very crowded and for some routes, people have to wait for a long time to ride the bus.

Interviewer: What makes you do not want to use TransJakarta?

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Interviewee: Based on my experience, the number of passengers inside the bus that are too many makes it uncomfortable to ride. Especially when I need to travel for quite a long distance, it is quite tiring to be in the crowd where I get squished with many people. For not too long distance, I prefer to take the online taxi service. Since if the distance is not too far, the fare of online taxi service is still affordable and is more enjoyable. And for some of my destinations, if they are located far from the bus stop, I think it is not effective for me to take the bus.

Interviewer: If the weaknesses are fixed, do you still do not want to use TransJakarta?

Interviewee: Maybe if the number of the bus is increased where it can accommodate the passengers better and it is still bearable, I think it is possible for me to take the bus.

Interviewer: Have you ever watched TransJakarta advertisement on YouTube?

Interviewee: No.

Interviewer: Is the advertisement effective for you? (Asked after showing the advertisement)

Interviewee: I think it is effective to introduce the service to people who have not ridden TransJakarta, it shows the facilities that TransJakarta provides. But in the terms of avoiding traffic jam, I think it is not that effective and the advertisement does not cover the problem solving sides of TransJakarta.

Interviewer: What is your advice on creating a video that can get people to use TransJakarta?

Interviewee: I think it is best if the advertisement shows how the products or the service that are being promoted can help the target if they use the service. Maybe show the advantage of the service in daily life. Like how many people can relate to the problem and how the service provided can help people solve the problem.

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Interview III Below is the interview transcript with Raihan Nadhifa (A citizen who have ridden TransJakarta but prefers to ride another transportation):

A. Questions about Traffic jam

Interviewer: What do you think about traffic jam in Jakarta?

Interviewee: Well it is very severe. I mean, even when people want to travel in short distance with their own vehicles, it will take a long time because of the traffic. There are motorcycles and the traffic cannot be controlled by the traffic light. It has been very awful to travel especially when using car. So, I prefer to ride motorcycle.

Interviewer: What do you think is the cause of traffic jam in Jakarta?

Interviewee: Well, actually it is the amount of vehicles in Jakarta. Somehow the government needs to make a regulations on how old a car is, that it needs to be replaced. Because the amount of cars is more than enough that it creates a massive effect on the traffic jam in Jakarta.

Interviewer: On a trip, how long do you usually get stuck in traffic?

Interviewee: In my own experience, I travelled from Central Jakarta to South Jakarta and it took about two hours when normally it only takes 30 minutes.

Interviewer: Usually, where are you going when you are stuck in traffic?

Interviewee: Usually from Central Jakarta to Blok M because there is a central bus station there, and I often got trap in traffic jam.

Interviewer: What losses do you experience when or after being stuck in traffic?

Interviewee: Being late to the event. When I go to work, I need to be at office at 8 meanwhile because I was stuck in traffic jam, I arrive at 8:30 or even 9. And that is very awful, that shows that I am not professional but it is not my fault, it is the traffic’s fault.

Interviewer: What do you think is the best solution in avoiding traffic jam?

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Interviewee: Well, for me I prefer to use motorcycle because it is smaller, it can slip through vehicles and it is faster to move from places to places.

B. Questions about Video Advertisement

Interviewer: In your opinion, is video advertising in social media effective enough to get you become attracted to something?

Interviewee: Yes I think it is the most effective type of advertising. Because, people in my age often use social media. That is where we live so that is the most effective way to reach us.

Interviewer: What type of advertising video do you think is effective and interesting?

Interviewee: For example, I have been seeing a promotional video by Gojek where it shows the testimonies by the drivers, how they changed their lives. It can reach ourselves to use Gojek more.

Interviewer: What would be the factor for you not to skip an advertisement in social media?

Interviewee: I think the first 10 seconds of the video is the most important part. If it is boring, I will click the skip button.

C. Questions about TransJakarta

Interviewer: What do you know about TransJakarta?

Interviewee: TransJakarta is a kind of new transportation in Jakarta, it also has its own busway. And you can travel around Jakarta with 3,500 rupiah.

Interviewer: What do you think about TransJakarta?

Interviewee: I think it is a great option if you want to transport without your vehicle.

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Interviewer: What are the strengths of TransJakarta?

Interviewee: It will not be trapped in a traffic because they have their own busway. But in reality, motorcycles riders keep using the road so it still causes traffic jam.

Interviewer: What are the weaknesses of TransJakarta?

Interviewee: The bus stops are only placed in the main roads and it is usually far from people’s destinations.

Interviewer: What makes you do not want to use TransJakarta?

Interviewee: As I have said before, TransJakarta’s bus stop is only available on the main roads so for me, I need to walk around 10 minutes from my room to reach the bus stop, and from the nearest bus stop to my office, I still need to walk for around 5 minutes.

Interviewer: Have you ever watched TransJakarta advertisement on YouTube?

Interviewee: No.

Interviewer: Is the advertisement effective for you? (Asked after showing the advertisement)

Interviewee: In my opinion it is not very detailed and effective. It says it reaches more areas but we do not know which areas are they. And I think it still has the same facilities that it had before.

Interviewer: What is your advice on creating a video that can get people to use TransJakarta?

Interviewee: I think it will be much more interesting to create a heart-touching testimony from TransJakarta user. A proof that using TransJakarta is the most efficient way of commuting in Jakarta.

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Interview IV Below is the interview transcript with Chris Sandi (A citizen who likes to ride TransJakarta):

A. Questions about Traffic jam

Interviewer: What do you think about traffic jam in Jakarta?

Interviewee: I think it gets worse from year to year. Especially since Jakarta is the capital city. And livelihood is located in Jakarta. People get paid higher in here. People will definitely keep coming to Jakarta and Jakarta will not be able to avoid traffic jam.

Interviewer: What do you think is the cause of traffic jam in Jakarta?

Interviewee: In my opinion, as I have said before, because there are many people coming here, and they bring their own vehicles, it will increase the number of traffic jams. Those who are living far away bring their own vehicles to Jakarta, it is one of the factors. Also, the access to buy a vehicle is too easy for people who are not living in Jakarta.

Interviewer: On a trip, how long do you usually get stuck in traffic?

Interviewee: Usually thirty minutes to one hour. From office to home and from home to office. If there is no traffic jam, thirty minutes is enough for me to arrive at my destination, but with traffic jam I arrive around one to two hours.

Interviewer: Usually, where are you going when you are stuck in traffic?

Interviewee: When I am going to work and going home after work.

Interviewer: What losses do you experience when or after being stuck in traffic?

Interviewee: I am late to work, arriving at office late, and if I have not eaten I will starve while on trip.

Interviewer: What do you think is the best solution in avoiding traffic jam?

Interviewee: Know which routes that have less traffic jams.

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B. Questions about Video Advertisement

Interviewer: In your opinion, is video advertising in social media effective enough to get you become attracted to something?

Interviewee: Advertisement in social media is very helpful, because I rarely access television or other media. For me it is very effective. Because there is no other way for me to see an advertisement other than in social media.

Interviewer: What type of advertising video do you think is effective and interesting?

Interviewee: Advertisement that is inspirational, motivational, and useful to be watched even though it is only a few seconds. But even though it is five minutes long, if it is inspirational and looks interesting, I will watch it.

Interviewer: What would be the factor for you not to skip an advertisement in social media?

Interviewee: Usually, I watch the first three to five seconds of the video. If the video looks not classy and helpful from the beginning, I will immediately skip it.

C. Questions about TransJakarta

Interviewer: What do you know about TransJakarta?

Interviewee: From what I know, it is the government’s program to build a transportation system for the people of Jakarta. It is a mass transportation system that is fast, that was built for the people of Jakarta to arrive at their destinations quickly. And it is very useful during rush hours because TransJakarta have their own lane.

Interviewer: What do you think about TransJakarta?

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Interviewee: For me, it is very good. Even though I do not ride TransJakarta every day, I enjoy riding it. The other people who ride it are also nice, when I have a question they answer me. I feel positive towards TransJakarta.

Interviewer: What are the strengths of TransJakarta?

Interviewee: First, the range is wide. They reach almost all important areas in Jakarta. Second, the price is affordable, very affordable and economical. Two of them are the most important strengths.

Interviewer: What are the weaknesses of TransJakarta?

Interviewee: Even though the purpose of TransJakarta is to reduce traffic jam during rush hours, in fact TransJakarta is very crowded during rush hours, to the point where the passengers are squished between each other to get inside the bus. Also, some of my friends have experienced losing their belongings inside TransJakarta. However I have never experienced it, yet.

Interviewer: What makes you want to use TransJakarta?

Interviewee: Because they have their own lanes, so at some situation, through those lanes I am able to avoid traffic jam, meanwhile the normal road are facing traffic jam.

Interviewer: Have you ever watched TransJakarta advertisement on YouTube?

Interviewee: Never. I have never found it.

Interviewer: Is the advertisement effective for you? (Asked after showing the advertisement)

Interviewee: In my opinion, it is not that effective. Because, back to the main objective of TransJakarta is to reduce the number of traffic jams during rush hours so the people of Jakarta can arrive at their destination. However, this video seems like it was made only to introduce TransJakarta, showing how does the bus look like, without showing the main purpose of the existence of TransJakarta. For me, it is not enough. For people who maybe never rides and do not know, they might see

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TransJakarta as a normal public bus, without knowing why was TransJakarta created.

Interviewer: What is your advice on creating a video that can get people to use TransJakarta?

Interviewee: Maybe make a story. For example, people are in a hurry in the morning to arrive at their office. But they see the routes’ situation through applications and see how the traffic jams are very bad. After that they saw an advertisement through their phones, and by that they are able to be persuaded. Where they know that they can go to their destinations riding the bus without any traffic jam, it can be one of the reasons to persuade them to choose TransJakarta as their transportation.

Interview V Below is the interview transcript with Mr. Wibowo (The Head of Public Relations of TransJakarta):

A. Questions about Traffic Jam

Interviewer: What do you think about traffic jam in Jakarta?

Interviewee: Well, as we know, Jakarta’s Provincial Government is currently building infrastructure simultaneously and massively. We can see there are underpass, fly-over, LRT, and MRT constructions. Those constructions indeed have an impact on traffic’s smoothness. The condition is currently like this.

Interviewer: In your opinion, what is the cause of traffic jam in Jakarta?

Interviewee: In addition to that, the number of private vehicles, both motorcycles and cars are big.

Interviewer: In your opinion, what is the best solution in order to avoid traffic jam?

Interviewee: As we can see, it needs to be arranged indeed. In ways such as limitation of the number of motorcycles or the rules targeted at cars, like odd-even.

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We see it as effective, just like the motorcycles limitation. We believe that after these constructions by the Provincial Government were done, in the future the traffic will be smoother compared to now. Other than that, we also provide bus. Bus that is provided by TransJakarta. Why bus? Because by capacity it is so much bigger, a bus can accommodate more people than a car. A car can accommodate around four people, meanwhile a bus can accommodate up to seventy people. With the people moving from using private vehicles to using the buses provided by TransJakarta, the amount of private vehicles will definitely decrease. The traffic will be smoother.

B. Questions about TransJakarta

Interviewer: Can you explain a bit about TransJakarta?

Interviewee: TransJakarta is a business entity owned by Jakarta’s Provincial Government. We became a Limited Liability Company in 2015, previously TransJakarta is a Public Service Agency, Technical Implementation Unit, but in 2015 we became a Limited Liability Company. Our overall stock is owned by the Provincial Government. We are engaged in the public transportation field, right now we have 1.500 buses, every day we operate 1.100 to 1.200 buses. The highest number of passengers were 184.000 passengers a day. All of the transactions are done through electronic cards.

Interviewer: What are the vision and mission of TransJakarta?

Interviewee: To serve the citizens by providing a public transportation that is safe, comfortable and affordable. Those are our vision and mission.

Interviewer: What is the significant difference on traffic before and after the existence of TransJakarta?

Interviewee: The availability of public transport that is comfortable and affordable with the existence of TransJakarta. Maybe the citizens are used to using private vehicles and other public transportation that have not reached the standard to serve

xxxii the citizens well. The existence of TransJakarta answers the public’s needs. In terms of traffic jam, it is something that cannot be solved through by one side only. There has to be more sides involved. With us providing bus and followed by regulations that support the citizens to move from private vehicles to public transportation, traffic jam will be able to be solved.

Interviewer: Who are the target passengers of TransJakarta?

Interviewee: We do not set a target like males, females, age. Everyone can ride TransJakarta with 3.500 rupiah. We have no specific target. They do not have to be the people of Jakarta. Foreign people, people from another cities can ride TransJakarta.

Interviewer: Is TransJakarta targeted only for people who have no private vehicles or for people who have private vehicles too?

Interviewee: We are targeting every one, those who do not have private vehicles can be TransJakarta’s passengers, and those who have private vehicles but would like to move to public transportation, can ride TransJakarta. Right now, TransJakarta is not only in Jakarta but it has reached Cileduk, Depok. That is a form of our services.

Interviewer: What are the strengths of TransJakarta?

Interviewee: Our service is our key for people to ride TransJakarta, the comfortable bus, affordable price, good service. With 3.500, citizens can travel out of town, to Depok, Tangerang and Bekasi.

Interviewer: What are the weaknesses of TransJakarta?

Interviewee: What we need to do right now is integration, public transport integration. So, by connecting public transportation, we believe that the number of passengers will increase.

Interviewer: What is the complaint that TransJakarta received the most from the citizens?

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Interviewee: What we should take note is about the traffic, because of the massive constructions I have said a while ago, it has an impact to the smoothness of the traffic. So we did modifications with the routes, giving service to the citizens.

Interviewer: Which busway route is the most crowded and least crowded?

Interviewee: Corridor 1 route will still be the most crowded one, Blok M – Kota. In that route we have more than 80.000 passengers every day. Meanwhile the least crowded one would be Corridor 12, around 20.000 passengers every day.

Interviewer: As you have said, around 1.100 to 1.200 buses are operating every day. With this number of buses, why do TransJakarta’s buses still tend to be very crowded?

Interviewee: What needs to be paid attention is that, TransJakarta has more than 100 routes. If it is crowded, it must be when all passengers are using TransJakarta during off-to-work time or after-work time. It is when the passengers are all gathered, it will indeed have an impact with the fullness of the bus. But we always prepare, as we can see, there are TransJakarta buses that are not operating and just stay at the side of the road. Why? It is because we are anticipating if there is traffic jam, this bus stands by to pick the passengers. We have done those strategies.

Interviewer: What is the reason of the placement of each TransJakarta’s bus stops?

Interviewee: On every 100 – 150 meters, there has to be a bus stop. That is already following the existing conditions.

Interviewer: According to one of my interviewees, he said that he wants to ride TransJakarta, but there are still areas in Jakarta that TransJakarta do not pass by. In your opinion, what is the best solution for people in those areas so that they can ride TransJakarta?

Interviewee: Before opening a route, we have to think of the access. Is it possible for a bus as big as TransJakarta pass on the roads there? And then the system of demand. Do people in those areas demand for the presence of TransJakarta? We need to think of many aspects before opening a route. We have to consider about

xxxiv the social aspect too. We do not want to enter an area, but there are still other public transportations and people do not use TransJakarta. Such rejections are normal. TransJakarta is subsidized by the government. So when we provide a new route and it has no passengers, we are violating the conditions. If we let an empty bus operate, it will be a waste of spending.

Interviewer: Is there any plan to add more routes and bus stops in different areas?

Interviewee: Of course. Adding more stops is possible.

C. Questions about Advertisement Video

Interviewer: What is the concept and purpose of TransJakarta’s ads on YouTube?

Interviewee: It is a form of socialization and education to the citizens. Right now, social media has a very big impact and effect. So we take an advantage of it to socialize and educate the citizens.

Interviewer: In your opinion, is TransJakarta’s ads on YouTube successful in order to invite the citizens to ride TransJakarta?

Interviewee: Yes. The citizens who have not ridden or have not seen, by accessing YouTube they might have the want to try and could end up being loyal passengers of TransJakarta’s.

Interviewer: According to one of my interviewees, TransJakarta’s ads on YouTube is clear, showing the passengers’ daily life in using TransJakarta. But it is still ambiguous and have not convinced him to ride TransJakarta yet. In your opinion, what kind of video that is effective in inviting the citizens to ride TransJakarta in avoiding traffic jam?

Interviewee: Show what are TransJakarta’s services, features and facilities. It will definitely attract people to ride TransJakarta who have not tried it.

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Interview VI Below are the interview transcripts with seven interviewees for this thesis’ user testing:

1. Do you understand the purpose of this video? Ikhsanul Hadi Putra (22) More or less, it is an advert for Transjakarta I believe. An advertisement that tells if we would like to avoid Adhie Nicholas Umbu traffic jam, it is better to ride TransJakarta than (25) private vehicles Yes, this is an advertisement about TransJakarta, that Amelia Rahma (22) shows if people ride car, they will get stuck on traffic so it is better to ride TransJakarta. Yes, this is a video about how severe traffic jam in Mikael Adisatria Blason Jakarta is, so we have to try riding public Parulian (18) transportation to decrease traffic jam in our city. Andhika Rizkiputra (15) Yes, it is an advertisement about TransJakarta. The purpose of this video is to invite people to ride Martin Danang Laksono TransJakarta to avoid traffic jam and reduce the (23) amount of private vehicles on the streets. Yes, the purpose of this video is to invite people to Elisa Valenta (25) ride TransJakarta to avoid traffic jam because the number of private vehicles in Jakarta is so high.

2. Please tell me what do you get from watching this video? That Transjakarta can help you to avoid traffic and Ikhsanul Hadi Putra (22) hence, helping you in managing your time. An Indonesian citizen who is fortunate because he has a car, but he often gets stuck on traffic in Jakarta so Adhie Nicholas Umbu he comes late to wherever he goes to, in the end he (25) gets an enlightenment and chooses to ride the bus so he becomes on time and his life becomes happier. The actor has a car and you know Jakarta, he keeps on getting stuck on traffic, until he was late to work, to the cinema and he broke up with his girlfriend Amelia Rahma (22) because he never comes on time. But after he sees a card on his wallet, he chose to ride TransJakarta and his life becomes better because he does not get stuck

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on traffic anymore, and then he meets his girlfriend and they get back together again. The lifestyle of a normal staff in Jakarta who always gets stuck on traffic when riding his car, and he ends Mikael Adisatria Blason up being late, so his girlfriend and friends are upset Parulian (18) with him. But after he rides the bus, he becomes on time because the bus has their own lanes. And he gets back with his girlfriend. If we ride TransJakarta, we can avoid traffic jam and Andhika Rizkiputra (15) arrive at our destination on time. An actor who works at an office, who gets stuck on Martin Danang Laksono traffic jam every day, and because of that, his friends (23) and girlfriend start to lose trust on him. But after riding TransJakarta, he becomes more on time. The actor’s character is someone who keeps coming late because of traffic jam when going to his office, meeting his girlfriend or friends, and the people Elisa Valenta (25) around him becomes disappointed at him. But after choosing to ride TransJakarta, it gives a positive impact to his life.

3. What do you feel after watching this video? Hmm, honestly impressed about the quality of the Ikhsanul Hadi Putra (22) video itself. I understand the feeling of living in a city that keeps Adhie Nicholas Umbu having traffic jams. The video did well showing the (25) real situation of Jakarta right now. It is very relatable, that is why I do not ride my own Amelia Rahma (22) car, usually I order Grab or Uber, so even though I got stuck on traffic, I will just check my hand phone. Usually I ride motorcycle to go to school, but I Mikael Adisatria Blason understand the feeling of coming late because of Parulian (18) traffic jam, so it is very relatable. Andhika Rizkiputra (15) I feel like I would like to ride TransJakarta. This video is very relatable for the people of Jakarta Martin Danang Laksono like myself, I often experience the problems this (23) video shows.

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Because I know the level of traffic jam in Jakarta is very severe and I have experiences the same things, I Elisa Valenta (25) can feel and relate to the actor’s character in the video.

4. Which part of this video is the most memorable? The girl waiting in the cafe. Well, it really shows the Ikhsanul Hadi Putra (22) feelings of the pain of disappointing someone, and she sure can act. The scene at mall, where his friends are disappointed because he was late, so they left him because it might Adhie Nicholas Umbu have happened several times already. And when the (25) actor was angry inside his car during traffic jam, everyone must have experienced that. When the actor makes his girlfriend wait until she finishes her drink, because girls hate to wait Amelia Rahma (22) especially when they have made a promise on when to meet up. When the actor comes late to the cinema and his Mikael Adisatria Blason friends are upset seeing him late, it is the most Parulian (18) memorable one because I had the same experience. When the actor was late to the cinema and his friends Andhika Rizkiputra (15) left him because he was late. When the actor meets his ex-girlfriend and they get Martin Danang Laksono back together because they ride TransJakarta (23) together. The part where the actor is angry in the middle of Elisa Valenta (25) traffic jam, and a TransJakarta bus passes by smoothly. The shot is very good in my opinion.

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I only realized on the last part when the logo Amelia Rahma (22) appeared, because at first I thought that this is a drama. When the actor is stuck on traffic jam, he sees outside Mikael Adisatria Blason and a TransJakarta bus passed by. On that scene, it is Parulian (18) very obvious that it is a TransJakarta advertisement. At first I thought this is a short story but when the Andhika Rizkiputra (15) actor walks to TransJakarta’s bus stop, I can slowly tell that this is an advertisement about TransJakarta. When the actor was angry inside his car and a Martin Danang Laksono TransJakarta bus passes by, I had a thought that this (23) is a TransJakarta advertisement. The part where the TransJakarta bus passes by, it Elisa Valenta (25) looks very obvious to me.

6. Through this video, did you become aware of TransJakarta's benefits in avoiding traffic jam? More like, I get that it is an efficient mode of Ikhsanul Hadi Putra (22) transportation. Yes I become aware that TransJakarta is effective in Adhie Nicholas Umbu avoiding traffic jam and TransJakarta is cheap so I do (25) not have to spend money buying gasoline. Yes, I become aware, because TransJakarta has their Amelia Rahma (22) own lanes so it will not get stuck on traffic. Mikael Adisatria Blason Yes it is effective. I become aware that TransJakarta Parulian (18) can avoid traffic jam. Yes, I become more aware. It is also seen through the Andhika Rizkiputra (15) video where the actor does not ride his car anymore and he arrives at his destination on time. Yes, I already knew that traffic jam in Jakarta is very Martin Danang Laksono severe, so I become aware that the solution is actually (23) by riding TransJakarta. Personally, I become more aware. This video has shown enough through the main story and by showing Elisa Valenta (25) the positive things that will happen when we choose TransJakarta rather than private vehicles.

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8. Do you have any suggestion on how to make this video better/ more interesting? Hmm, I think the build up to Transjakarta is not shown enough, a lot of the dialog and the scene with Ikhsanul Hadi Putra (22) the characters make it seem more like the problem lies with the protagonist himself rather than from traffic jam. For advertisements, it is better to make it shorter, I think it is too long. And if possible, show the inside Adhie Nicholas Umbu of the bus or maybe make a video blog to show the (25) environment inside the bus. But overall, the video is quite interesting already. Find a more handsome actor with better acting and Amelia Rahma (22) speaking skills. But overall the video is great. The video is very good in my opinion, but the Mikael Adisatria Blason duration is quite long. However the story is already Parulian (18) interesting. The video is already good, but the music is too Andhika Rizkiputra (15) dramatic. Martin Danang Laksono There is none, the video is already interesting and the (23) editing is good.

This video is not just an advertisement but it is a PSA (Public Service Advertisement) so I do not think that Elisa Valenta (25) the duration is a problem, overall the video is very good already.

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APPENDIX II LIST OF DEFINITION

Digital Native : A person who was born in digital technology era and is familiar with the internet and computer since an early age Represented Participant : The object or subject inside the camera

Interactive Participant : The producer of the image, and hence also the viewer GO-JEK : Online transportation service in Indonesia Grab : Online transportation service in Indonesia Uber : Online transportation service in Indonesia Time-lapse : A fast-forwarded shot

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