PERANCANGAN CITRA MEREK WANDERUNG OUTDOOR EQUIPMENT MELALUI KAMPANYE SOSIAL "ADOPSI POHON"

Sumber utama pemanasan global selama 50 tahun terakhir seperti yang dimuat dalam artikel di situs www.livescience.com, diantaranya adalah peningkatan karbon dioksida, pembukaan lahan, serta aktivitas manusia lainnya. Di wilayah Bandung sendiri, kondisinya kian memprihatinkan. Hutan dan pegunungan yang gundul menyebabkan daerah resapan air semakin berkurang, hal ini sudah sering menimbulkan bencana alam seperti longsor maupun banjir. Oleh karena itu, perlu adanya suatu kampanye sosial yang dapat meningkatkan awareness masyarakat Bandung akan pentingnya penghijauan lingkungan. Wanderung Outdoor Equipment adalah salah satu perusahaan penyedia peralatan outdoor di Bandung. Wanderung belum memiliki ciri khas yang unik untuk diangkat menjadi citra bagi mereknya. Selain itu, media promosi yang saat ini digunakan belum efektif, karena hanya melalui foto amatir yang diunggah ke media sosial saja. Untuk menjawab permasalahan tersebut, dikumpulkan data melalui metode observasi, wawancara, kuesioner, serta studi pustaka. Yang hasilnya dianalisis melalui analisis matriks, dan data kuesioner. Kemudian, dilakukan perancangan kampanye sosial berjudul “Adopsi Pohon”. Media pendukung kampanye ini diantaranya, poster, x-banner, brosur, spanduk, stiker, souvenir, website, serta media sosial. Diharapkan perancangan ini dapat meningkatkan awareness masyarakat Bandung akan pentingnya pelestarian lingkungan. Sekaligus juga membentuk citra merek serta menerapkan media promosi yang efektif bagi Wanderung. Kata kunci: citra merek, kampanye sosial, adopsi pohon The primary sources of global warming that has occurred over the past 50 years, according to an article from www.livescience.com are; the increased volumes of carbon dioxide, and other human activities. In Bandung itself, the condition grows concerning. Defoliated forests and mountains, reducing the water catchments often caused natural disasters, such as landslides and floods. Therefore, should be a social campaign to increase public awareness about the importance of environmental preservation in Bandung. Wanderung Outdoor Equipment is one of the company in Bandung that provides outdoor equipment. It hasn’t had any unique character that can be promoted to be their brand image. Furthermore, they currently only use amateur photos to promote their products from social media, which is not enough. In order to solve the problems above, the required data seeks through observation, interviews, questionnaires, and literature review methods. The result will then be analyzed using matrix, and questionnaire data. After that, the social campaign design is made with “Tree Adoption” as its title. The supporting media used in this campaign are posters, x-banners, brochures, billboards, stickers, souvenirs, website, and social media. Hopefully the campaign can increase public awareness about the importance of environmental preservation. As well to establish the brand image and applying effective promotional media for Wanderung. Keywords: brand image, social campaign, tree adoptio