International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade

STUDY IDE(OLOGI) BRAND IN “ CITY” TVC TO SUPPORTING CREATIVE ECONOMY

Aisyi Syafikarani, S.T., M.Ds.1), Nisa Eka Nastiti, S.Ds., M.I.Kom.2) 1) Telkom University [email protected] 2) Telkom University [email protected]

ABSTRACT Making a brand successful, the brand can not only answer the needs of the consumer, but the brand must also be able to solve social problems that exist in society because in the current era, brands that are made only based on consumer segmentation have changed with an consumer that moves with their idealism. One brand that applies this is "I Seoul U", this can be seen through its latest TVC, "Seoul City". Therefore this study examines how social issues are raised and applied in this TVC so that its role in resolving these problems can be the basis in every development. This study uses qualitative methods by obtaining data through literature and documentation studies. Then the data obtained were analyzed using brand ideology theory. This shows that "Seoul City" not only made TVC respond to the needs of its target audience, but also tried to solve social problems, this TVC tried to unify traditional Korean culture that was packaged in a modern way and made use of technology. So that social problems such as local cultural tourism destinations can still develop in the modern era with digital information like today.

Keywords: ideology brand, brand, TVC, creative economy

INTRODUCTION The rise of tourist destinations has become a special concern lately, as evidenced by the strong interest of people around the world for the country, to explore what is unique and interesting in the country. is no exception, based on data submitted by the Korea Touris Organization (KTO), the number of tourists visiting South Korea is increasing every year. The number of tourists in 2015 reached 13,23 million, in 2016 reached 17,24 million, and the increase decreased in 2017 only reached 13,34 million, but increased again in 2018 by 15,35 million and increased again in 2019 by 17,5 million tourists (KTO, 2019). This shows that South Korea managed to attract the interest of people around the world to invite their country through "I Seoul U". One of the strategies carried out by "I Seoul U" is to introduce South Korea through promotional media in the form of TVC (Commercial Television) "Seoul City". TVC has been broadcast on television stations in about 100 countries from 2019 to the present. TVC is starring by one of the famous K-Pop in South Korea, namely BTS consisting of RM, Jin, Suga, J- Hope, Jimin, V and Jungkook. As brand ambassadors, they invited the watching audience to visit various tourist destinations such as Seoul Gallery, Hangang Park, Jamsil Olympic Stadium, and learn about South Korean culture such as learning to make Korean Ceramics and Korean Calligraphy. Through TVC, it is clear about the strong ties with South Korean cultural values. They are trying to get an audience to watch this TV to enjoy life in Seoul City. It is here that the brand ideology plays an

430

International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade important role in building the brand or image of South Korea itself. Therefore this research will focus on the study of brand ideology that seeks to be built and made to create characteristics or uniqueness so that it can be made "cult". This research is included in the qualitative paradigm, looking at specific patterns and then developed into more general patterns and aims to produce hypotheses from field research. This research intends to study how culture is displayed in TVC "Seoul City" and becomes the basic concept in promotion to create markets in the creative economy. This will be examined using the brand ideology theory and other supporting theories. The method used is a qualitative method. While the data collection technique is done through literature study as secondary data which aims to strengthen research obtained from books, articles, journals, and some literature from internet sites. As well as field studies in the form of documentation, collecting television media advertisements in sound and image formats (audio visual) originating from recorded advertisements on television and internet media. So that the results of this research can be used as input for those involved in the world of advertising, especially in developing a creative advertising strategy with a cultural approach.

DATA DESCRIPTION AND DISCUSSION Now the development of the brand can not only answer the needs of consumers but on the other hand the brand must also be able to solve social problems that exist in society because in this era something made only based on consumer segmentation has changed with consumers who move with their ideals, and this is what is called brand ideology. The more real and the greater the solution offered, the faster the brand is accepted by the surrounding community (Hendroyono, 2019: 33). The social problem that is trying to be carried on in this TVC is the phenomenon where gradually a country's local culture will be increasingly eroded by increasingly rapid technological developments. Especially Korea, with the development of the entertainment industry such as K-Pop music, Korean Drama and film that is increasingly rapid even penetrating the world market must also be balanced with the preservation of local culture that has been rooted since time immemorial. This is trying to be formed by the brand "I Seoul U" through TVC "Seoul City". TVC is a unique advertising medium and has many great strengths because it has audio and visual elements that open up opportunities in realizing ideas that will later make it easier to convey messages and become an attraction (Morissan, 2010: 364). In addition, when TVC uses methods of expressing social reality, such as the phenomenon of cultural development as raised in TVC "Seoul City", then the advertisement will also be loved and construct the community and cannot be released from the community itself as a structured part. TVC "Seoul City" is produced by the Seoul Metropolitan Government as TVC of the "I Seoul U" brand to introduce South Korea to the world community. TVC was created in 2019 and aired on television stations in about 100 countries and online video platforms such as Youtube, Facebook and Youku Tudou. TVC, starring the most popular K-Pop artist in the world, BTS, features several famous places in Seoul, Korean specialties, and Korean culture itself. TVC consists of seven series that offer unique tourist destinations in each series. Of the seven series, five series were selected that have contributed more in this study.

431

International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade

1. "Old but New" by BTS’s RM The "Old but New" series stars RM BTS, where at the beginning of the video it opened with a shot containing the headline of the TVC series, "Old but New". Then came the RM with the monologue "Still looking for your next destination?". This TVC series offers Korean cultural destinations such as Bolsingak Belfry, Skateboarding Gyeongbokgung Palace, Bukchon Hanok Village, Trying on Hanbok, Korean Ceramics, Korean Calligraphy, Namsangol Hanol Village, Yutnori, Taekkyeon, and Pansori.

Figure 1. "Old but New" by BTS’s RM Source: https://www.youtube.com/watch?v=kUapz6ZUtnk

Here it can be seen that TVC is trying to unite local culture with modernity. As in the Skateboarding Gyeongbokgung Palace scene, in the location setting the right side shows the towering buildings as a representation of modernity and the left side which is the wall of the Gyeongbokgung Palace as a representation of local culture. Likewise in this scene character, featuring a woman who wears hanbok clothing which is a traditional Korean dress as a representation of local culture and skateboarding as a representation of a child's favorite hobby these days.

2. "City Break" by BTS’s Jin The second series of TVC is starring Jin BTS, with the headline "City Break", and the monologue "Want to try something new and exciting?". TVC offers something new, never before tried and enjoyable by visiting typical Korean culinary destinations, such as Tongin Market, Noryangjin Wholesale Fisheries Market, 30cm ice cream, Tornado Potato Myeongdong, Gourmet Korean Food, Chicken and Beer Hangang River, Seoul Bamdokkaebi Night Market, and Pojangmacha.

Figure 2. "City Break" by BTS’s Jin Source: https://www.youtube.com/watch?v=REad33eOzxE

432

International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade

Local culture and modernity try to be displayed in tandem through the Tornado Potato Myeongdong scene. Tornado Potato as a representation of the modern trend because the snack is a snack that is loved by many people today. A touch of local culture can still be seen in this scene through the scene of two tourists who are playing, making the Potato Tornado as a sword. Where in the Korean culture itself the sword is identical to a soldier because Korean soldiers are famous for their skill in playing swords. In addition, this can also be seen in the Pojangmacha scene, a small place in the form of tents and wheeled carts or street stalls in South Korea that sells a variety of popular Korean street foods, such as hotteok, gimbap, tteokbokki, sundae, dakkochi, odeng, mandu, and anju. Here it can be seen that Korean culture represented through typical Korean food can now be easily found in the middle of a Korean city, even tents and carts are united with cafes or restaurants located in tall buildings.

3. "Recharge" by BTS’s Suga The third TVC series stars Suga BTS, with the headline "Recharge", and the monologue "Ready for a Break?". It can be seen that in this TVC series offers target audiences who are busy with all their daily routines to take a short break by visiting relaxing tourism destinations, such as Starfield Library, Seoul Gallery, Seoul Botanical Garden, Cheonggyecheon Stream, Jjimjilbang, Vacance Hotel, Seoullo 7017, Tubester Hanriver, Nanji Riverside Swimming Pool.

Figure 3. "Recharge" by BTS’s Suga Source: https://www.youtube.com/watch?v=gHOUit4d8Uw In the midst of today's choice of destinations with modern style buildings such as the Starfield Library, Seoul Gallery and Seoul Botanical Garden, there is a local destination, Jjimjilbang. Korean public baths are large and open 24 hours. This tourist destination is very interesting because it is only in Korea. Here it can be seen that the representation of Korean local culture is still well presented.

4. "Local Life" by BTS’s Jimin The fourth TVC series stars Jimin BTS, with the headline "Local Life" and the monologue "Looking for Something Special?". TVC offers something special, different from the others. The TVC series "Local Life" offers a solution by inviting audiences to enjoy local Korean life such as Namdaemun Market, Ihwa Dong Mural Village, Facial Acupunture, Daeo Bookstore, Seoul Folk Flea Market, Samgyeopsal, Comic Book Cafe.

433

International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade

Figure 4. "Local Life" by BTS’s Jimin Source: https://www.youtube.com/watch?v=8et1kHQ2-8U In this TVC Korean local culture is very visible starting from Facial Acupunture which is a tradition of Korean medicine starting from ancient times and pre-history. Until now, traditional treatment is still carried out in Korea. Next is a scene featuring Tal, a type of mask originating from Korea that has been used since prehistoric times. This is often referred to as gamyeon, gwangdae, chorani, talbak and talbagaji. Tal is usually worn in mask dance performances (talchum) which play various characters of people, animals or ghosts. In addition there is also a scene that shows a tourist enjoying Samgyeopsal, a Korean cuisine in the form of fatty pork belly and thick texture. And Comic Book Cafe, which is quite famous in Korea, is a location where one can relax by reading Comic while enjoying typical Korean food. Here you can see that TVC offers a local culture that can only be found in Korea.

5. "Getaway" by BTS’s V The fifth TVC series features V BTS, with the headline "Getaway" and the monologue "Tired of the Same Old Daily Routine?". TVC is trying to offer the target audience who feel tired with boring daily routine by visiting various game and entertainment destinations such as VR Theme Park, Archery Cafe, Internet Cafe, Jamsil Card, Hangang River Water Sport, Banpo Hangang River Swimming Pool, Noraebang.

Figure 4. "Getaway" by BTS’s V Source: https://www.youtube.com/watch?v=-lPEV8fkHnI Local cultural tourism on TVC is displayed through the Internet Cafe scene, a location that rents internet services to the general public, usually used to play

434

International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade games. Although at this time someone can play games using their own gadget, but the Internet Cafe still exists in Korea. In addition there is also the scene Noraebang, a place to sing or karaoke that is popular in Korea because Korea is also famous for K-Pop. Noraebang is an entertainment that is favored by various ages in Korea.

Based on the analysis that has been done, it can be seen that this TVC series "Seoul City" trying to answer the needs of a target audience that has a solid routine and requires traveling by offering various tourist destinations that are grouped based on the needs of the target audience, namely historic buildings, culinary, relaxation places, entertainment venues, to activities that are usually carried out by local Koreans, as well as entertainment venues. From this analysis it can be seen that they are very specific in targeting their target audience which is no longer only targeting those who like to travel but also targeting those who are interested in something unique and different from others. But that is not enough to make a brand successful, because in the current era brands that are made only based on consumer segmentation have changed with an audience that moves with its idealism. In the current audience there is a trend where they are very concerned with the problem of local revival throughout the world. This trend is characterized by a stronger appreciation of authentic local values as an effort to prevent the loss of local culture that is eroded by modernity. And this is very relevant to the efforts that the "I Seoul U" brand has tried through TVC "Seoul City". TVC "Seoul City" seems to want to express themselves that they helped solve social problems. It can be seen, where TVC is trying to unite the local culture of Korea that is packaged in a modern way and utilizing technology that is developing at this time. As previously explained, Korean local culture is represented through buildings, clothing, food, to the activities of local Koreans packed by combining it with buildings, clothing, food and activities that are the current trend. Here it can be seen that TVC is trying to balance between local and modern culture so that local culture can still develop in the modern era with digital information as it is today. Because in the era of digital information, narration about the meaning of a product or service is a must. Without offering strong value and tangible experience a product or service will undoubtedly sink (Hendroyono, 2019: 34). TVC "Seoul City" is not just TVC that promotes tourist destinations, although we can see a variety of destinations on offer. But TVC "Seoul City" is also a movement to preserve the local culture of Korea by introducing it to all corners of the world. That way, Korea is not only known as forming the current trends through K-Pop, Korean dramas and films, but also is known for its local culture which is quite thick and sustainable until today.

CONCLUSION Thus it can be concluded that in building a brand it is no longer just talking about logos, narratives, awareness, and consumers. But the demands are far greater, namely the need for an ideology. And this ideology can develop by riding certain trends. such as the brand "I Seoul U" which tries to shape its brand ideology by responding to the phenomena and trends that are developing among the audience that is they are very concerned with the problem of local revival throughout the world. So with the brand ideology built on "I Seoul U" through TVC "Seoul City" making it appear that the brand belongs to the public, consumers unite with the brand

435

International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade identity in a very populist way. Here it can be seen that the brand "I Seoul U" no longer needs to seduce and claim that the brand is the number one brand, but all that is needed is the authenticity as a brand that elevates the local culture of Korea.

REFERENCE Hendroyono, Handoko, 2019, ‘Artisan Brand’, Jakarta : PT Gramedia. M.A., Morissan, 2010, Periklanan Komunikasi Pemasaran Terpadu, Jakarta : Penerbit Kencana. KTO, 2019, Korea Menyambut Wisatawan ke-17.25 Juta: Wisatawan Asal Indonesia!, [online], (https://www.visitkorea.or.id/article/korea-menyambut- wisatawan-ke-1725-juta-wisatawan-asal-indonesia, diakses tanggal 2 Juni 2020) VisitSeoul TV, 2019, 2019 Seoul City TVC Old But New by BTS' RM, [online], (https://www.youtube.com/watch?v=kUapz6ZUtnk, diakses tanggal 10 Mei 2020) VisitSeoul TV, 2019, 2019 Seoul City TVC City Break by BTS' Jin, [online], (https://www.youtube.com/watch?v=REad33eOzxE, diakses tanggal 10 Mei 2020) VisitSeoul TV, 2019, 2019 Seoul City TVC Recharge by BTS' SUGA, [online], (https://www.youtube.com/watch?v=gHOUit4d8Uw, diakses tanggal 10 Mei 2020) VisitSeoul TV, 2019, 2019 Seoul City TVC Local Life by BTS' Jimin, [online], (https://www.youtube.com/watch?v=8et1kHQ2-8U, diakses tanggal 10 Mei 2020) VisitSeoul TV, 2019, 2019 Seoul City TVC Getaway by BTS' V, [online], (https://www.youtube.com/watch?v=-lPEV8fkHnI, diakses tanggal 10 Mei 2020).

436