Figure 2. Armenti mascot. (Source: Personal).
Attention. To attract the attention of Armenti consumers and increase awareness of brand activation carried out by the Armenti Coffee House, digital poster media, Instagram filters, and Instastory
advertisements were created.
Interest. In the interest stage, the main media becomes the advertising strategy of the Armenti
Coffee House. At this stage, the main media is in the form of advertisements with video formats.
They contain a message about the advantages that exist in the Armenti Coffee House.
Search. The media search stage used aims to support awareness of the attention and interest
stages using an informative and persuasive communication strategy through explanatory content
on social media, while still selling their products through the website.
Action. The activity carried out was organizing a coffee class where the event contained a brewing
competition, cupping session, and a seminar. This is to support the tagline “Ragam Literasi Rasa,”
which aims to increase the target audience’s literacy toward coffee. There is also a social media
challenge called “Doodle Your Cup” to help increase Armenti sales shares. In addition to using
hashtags that will be included in all media, the use of Instagram templates in Instastory also
facilitates the activation of the Armenti brand to be distributed to a wider target audience.
On the attention stage poster, visuals related to coffee will be displayed, such as barista activities,
coffee beans, and latte art. As for the advertising poster, it contains provocative writing which will
be related to a video in the interest stage.
Figure 3. Armenti Coffee House digital poster. (Source: Personal).
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Attention. To attract the attention of Armenti consumers and increase awareness of brand activation carried out by the Armenti Coffee House, digital poster media, Instagram filters, and Instastory
advertisements were created.
Interest. In the interest stage, the main media becomes the advertising strategy of the Armenti
Coffee House. At this stage, the main media is in the form of advertisements with video formats.
They contain a message about the advantages that exist in the Armenti Coffee House.
Search. The media search stage used aims to support awareness of the attention and interest
stages using an informative and persuasive communication strategy through explanatory content
on social media, while still selling their products through the website.
Action. The activity carried out was organizing a coffee class where the event contained a brewing
competition, cupping session, and a seminar. This is to support the tagline “Ragam Literasi Rasa,”
which aims to increase the target audience’s literacy toward coffee. There is also a social media
challenge called “Doodle Your Cup” to help increase Armenti sales shares. In addition to using
hashtags that will be included in all media, the use of Instagram templates in Instastory also
facilitates the activation of the Armenti brand to be distributed to a wider target audience.
On the attention stage poster, visuals related to coffee will be displayed, such as barista activities,
coffee beans, and latte art. As for the advertising poster, it contains provocative writing which will
be related to a video in the interest stage.
Figure 3. Armenti Coffee House digital poster. (Source: Personal).
233