STRATEGY IN BUILDING PERTAMINA (PERTAMAX) AWARENESS THROUGH THE “#YOURCHOICEMATTERS” CAMPAIGN

Abstract

This campaign will potentially require quite a large amount of money for 6 months, bearing in mind that in order to optimize our activities we will use various types of media as promotional tools, carry out various social activities to attract the attention of the Indonesian people, hook up several well-known influencers who are currently becoming the center of public attention, and offering various promos to suppress public consumption of subsidized fuel. However, this overbudget can be circumvented by collaborating with the Ministry of Energy and Mineral Resources of the Republic of Indonesia and the Ministry of Communication and Informatics to socialize this campaign program together with various related parties such as the National TV channel. For corporate influencers, you can work around this by making them ambassadors for Pertamina, that way the company can only exchange value without having to spend a large budget. For social activities, such as the construction of transportation facilities, companies only need to pay attention to areas that have become a concern for Indonesian people lately. Promo price offers also have the potential to be ineffective in changing people's behavior to be able to switch from Pertalite to Pertamax.