Motion Graphics as a Marketing Promotion Media of Livi Angjaya

Mandiri Company

Nurul Fatimah

, and Afdhol Dzikri

Department of Multimedia and Networking Engineering, Ploteknik Negeri Batam, Jl.Ahmad Yani, Batam, Indonesia

Department of Informatics Engineering, Politeknik Negeri Batam, Batam, Indonesia

Keywords: Motion graphics, promotion, marketing, property.

Abstract: Livi Angjaya Mandiri is a company engaged in the field of property services which had just been established

in September 2018 and has a brand named Livi Property. As the main driver of the company's business

activities, it manages property services including sales, purchasing, and rental services in Batam area.

However, limitations in terms of promotion due to the newly established company, causing the company is

still not well-known enough particularly by Batam residents. Therefore, a promotional media is needed in

purpose to introduce the company. One of the media that can be used is motion graphics. The duration of

motion graphics to be displayed is around 5 minutes by presenting a brief description of the company. Thus,

it is expected to introduce the company to get well-known more with the aim of expanding the marketing

sector, property sales and open up greater business opportunities in the future.

1 INTRODUCTION

The main purpose of a company is to make profits,

optimize profits or wealth, and maximize the value of

the company. Property is a form of intangible

ownership that includes tangible objects (real estate)

and finance (stocks and bonds). Livi Angjaya Mandiri

is a company engaged in the field of property services

which had just been established in September 2018.

The company has a brand or subsidiary named Livi

Property, which is the main driver of the company’s

business activities in the field of property services.

Livi Property provides property sales, purchasing,

and rental services in Batam area.

The opportunity provided by the property sector

in Batam area marked by the increasing number of

residents in Batam is considered as a business

opportunity in the property sector that is seized by this

company. However, limitations in terms of promotion

due to the newly established company, causing the

company is still not well-known enough particularly

by Batam residents. Based on the research results

obtained, after being measured using a Likert scale,

the level of knowledge of respondents amounting to

41.4% is still classified in the category of “Doubtful”,

which indicates as still not well known enough and it

is on a scale of 40% -59.99%. This criterion still does

not adequately meet the eligibility standards on a

Likert scale which must reach a minimum value of

<60% for the "Fair Enough" category.

Based on the background, it is necessary to have

a strong supporting media that can promote and

market this company better and more broadly. One of

the media that can be used is motion graphics. It is

chosen because its excess in presenting information

with a more attractive appearance and convey

complete and detailed information in the form of

audio-visual video which presents sound with

images. Starting from the quality, quality of services

offered, excellence, convenience obtained, and other

offers. It is hoped that this motion graphics can

introduce and promote the company along with the

properties offered in it more widely to the people of

Batam and develop the property sales sector so that it

can open up greater business opportunities.

2 METHOD

The making of motion graphics in this study uses the

R&D (Research & Development) method. This

method is used to produce a product and test the

success of the product. This study applies the

Villamil-Molina method as its development method,

270

Fatimah, N. and Dzikri, A.

Motion Graphics as a Marketing Promotion Media of Livi Angjaya Mandiri Company.

DOI: 10.5220/0010354702700276

In Proceedings of the 2nd International Conference on Applied Economics and Social Science (ICAESS 2020) - Shaping a Better Future Through Sustainable Technology, pages 270-276

ISBN: 978-989-758-517-3

which consists of 5 stages, namely Development, Pre-

Production, Production, Delivery and Post-

Production. The target audience for this motion

graphic is the Batam community, which includes

housewives and employees above. The flowchart of

making motion graphics in detail is shown in Figure

Figure 1: Villamil-molina method research flow.

The research is begun by making motion graphics

regarding the introduction of profiles and marketing

of company property and then proceed with content

validation testing to verify the validity of the material

in motion graphics by the Company's Chief Director,

then analysing aspects of motion graphics using

aspects of spatial, temporal, and typography for

testing the level of product feasibility carried out by

motion graphics experts. Finally, it is continued by

analysing aspects of promotional objectives in order

to assess the level of success of motion graphics in

promoting and conveying information about

company profiles. The evaluation results from the

analysis will further determine whether motion

graphics in this study are appropriate for publication

or otherwise.

In order to assure the success rate of motion

graphics in promoting the company, this research will

apply aspects of promotional objectives that consist

of: aspects of information delivery, persuasion,

reminder and behaviour modification.

The product is declared to be feasible to be

continued and tested in the field if the results of the

analysis of each component have a minimum value or

fall into the "Feasible Enough" category. So, if the

product still has a value under that category then it is

declared unfeasible to be tested in the field. The

distance interval rating of feasibility test is as

presented in Table 1.

Table 1: Distance interval rating.

No. Feasibility Average Score

1 4,3 – 5,0 Strongly Feasible (SF)

2 3,5 – 4,2 Feasible (F)

3 2,7 – 3,4 Feasible Enough (FE)

4 1,9 – 2,6 Unfeasible (U)

5 1,0 – 1,8

Strongly Unfeasible

(SU)

Data collection methods used in this study are

quantitative, namely using a questionnaire. The

questionnaire will be distributed to respondents

totalling 30 people consisting of Batam communities

covering the category of housewives to employees.

The basis for taking a minimum number of samples is

based on Roscoe's opinion that states that the size of

each sample in the study must range from 30 to 500.

Therefore, this study took a total sample of 30 People

because they met these minimum requirements.

The data obtained will be processed and analysed

using the Likert scale method as presented in Table 2.

Table 2: Likert scale.

No. Statement Score

1 Strongly Agree (SA) 5

2 Agree (A) 4

3 Hesitation (H) 3

4 Disagree (D) 2

5 Strongly Disagree (SD) 1

The following is the formula used in processing

the calculation of the data obtained, namely by

searching for the formula for the total score,

maximum score and index.

n (1

)

Y =



T x Py

)

=(Ts / Y)

100 (3

)

Finally, after all the previous steps done. The last

step to do is defining the whole score by determining

the final index using the Likert Assessment Interval.

The interval’s categories are as presented in Table 3.

Motion Graphics as a Marketing Promotion Media of Livi Angjaya Mandiri Company

271

Table 3: Likert assessment interval.

The resulting product is declared to have a good

success rate if the minimum percentage obtained

reaches a value of ≥ 76 or is in the range of 60 <p ≤

80.

After getting a percentage of results, it can be

concluded whether these motion graphics have been

quite successful or otherwise in providing

information and knowledge about the introduction of

company profile to the public.

Finally, the motion graphic video will be

published to the company’s social media such as

YouTube, Facebook and Instagram to distribute and

promote videos to the public.

3 RESULT AND DISCUSSION

Production is the starting stage of the process of

making motion graphics work which contains a

description of the production process of the motion

graphics promotion video of PT Livi Angjaya

Mandiri. This stage is divided into 3 stages namely

graphic development, animation development and

background music selection.

3.1 Graphic Development

Stages of graphic development consist of tracing,

object colouring and collection materials used in

motion graphics using Adobe Illustrator CC software.

The tool used in tracing is the pen tool while the tool

used in the colouring process is the Eyedropper Tool.

3.1.1 Tracing Objects

The object tracing process is done by making the

object follow its original shape. Pen tool is used in the

tracing process because it can create objects in detail.

The process of tracing objects in detail is shown in

Figure 2.

Figure 2: The process of tracing objects.

3.1.2 Colouring Objects

The colouring process or colouring on the object is

done using a tool called the Eyedropper Tool. The

function of this tool is to be able to take and apply the

original colour of the object so that the colour of the

object made can resemble the original colour. This

stage is done by selecting the selected object, then

moving the cursor to the left to select the Eyedropper

Tool, finally pointing the cursor at the colour of the

original object. Thus, the colour display is applied to

objects precisely. The object colouring process in

detail is shown in Figure 3.

Figure 3: The object colouring process.

3.1.3 Material Collection

Material collection is the process of collecting

material objects that have been made based on the

needs in making motion graphics. There are XX

objects used in motion graphics that have gone

through a process of modification to suit their needs.

3.2 Animation Development

The stage of animation development is the process of

moving a series of objects in motion graphics to make

it look livelier and more interesting. The software

used in performing this stage is Adobe After Effects

CC. The techniques used in this stage include:

ICAESS 2020 - The International Conference on Applied Economics and Social Science

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3.2.1 Create a Framework

The initial step in animating objects is to create a

framework or worksheet in software by selecting the

Composition → New Composition menu. The

process of making the Framework in detail is shown

in Figure 4.

Figure 4: The process of making the framework.

3.2.2 Keyframes and Effect

In animate the motion of an object stage the steps

taken are to input the Keyframe at the beginning and

certain parts of the object's movements to get the

desired animation results. In addition, by utilizing

graphic adjustment techniques on object movements

to get smoother motion results. In the process of

moving the elements, a combination of

transformation elements such as position, scale, and

rotation are also used. Likewise, with utilizing

Animation Composer to add the impression of life on

the object. The process of making keyframes and

using the Animation Composer effect in detail are

shown in Figures 5 – 6.

Figure 5: The process of making the keyframes.

Figure 6: The use of effects in animation composer.

3.2.3 Selection of Background Music

Audio is one of the supporting powers of video

besides the visual aspect, so this is also a step that

must be considered in order to animate the contents

of the video to provide a special attraction so that the

audience does not get bored while watching the video.

In this motion graphic there are 3 types of audio

used, namely music, voice over or voice over, and

sound effects. The three types of audio use the mp3

format. This audio is used to support the mood, attract

the attention of the audience and bring the image to

life in motion graphics.

Back sound music used in Motion graphics is

instrumental music licensed by no copyright sound,

so it is free to use it. This back-sound music is titled

Indonesian Modern Back sound Music obtained

through the BacksoundMusikGratis YouTube

account which states that this music is free to use by

pasting the information in the description of the

uploaded Motion graphics video.

3.3 Post-production

Post-Production is a stage of testing which carried out

on the results of video motion graphics that are

designed which are divided into 2 parts, namely alpha

testing and beta testing. However, before entering the

two stages, firstly an analysis of product

implementation will be analyzed using motion

graphic’s aspects, namely spatial, temporal, live

action, and typography as described below:

3.3.1 Spatial Aspect

Spatial aspect covers and handles sort of position,

scale, rotation which are used in influencing the

movement of direction, movement and size of an

object with other objects. Spatial transformations that

use a combination of position, scale and rotation in

detail are shown in Figure 7.

Motion Graphics as a Marketing Promotion Media of Livi Angjaya Mandiri Company

273

Figure 7: Implementation of spatial aspect of position on

scene 3.

3.3.2 Temporal Aspect

Temporal Aspect is an aspect which regulates the

smoothness of motion in motion graphics using

frames per second (FPS). From a technical point of

view, according to the colour standards of the

National Television System Committee (NTSC), the

ideal frame rate used is the range of 29.97 fps, where

this standard will allow the audience to see in detail

the image due to the large number of frames displayed

in one second. The display of the animation using

29.97 fps in 1 second in detail is shown in Figure 8.

Figure 8: Implementation of 29,97 fps on 1 second

sequence.

3.3.3 Live Action Aspect

The Live Action Aspect is an aspect that includes the

order in the use of colours that have the ability to

create moods and, express story ideas combined in

videos that are supported by animated movements.

The elements that animate this aspect include

Contrast and Tone, Depth-of-Field (DOF), and the

camera's Angle. The tone used in making motion

graphics in this study refers to the background colour

that is adjusted to the main colour characters in the

company logo, namely light blue (light blue:

34C3FF) and dark blue (dark blue: 01018E).

Meanwhile, the application of the DOF and Angle

elements of the camera in detail is shown in Figure 9.

Figure 9: Implementation of depth-of-field (DOF).

3.3.4 Typography Aspect

Typography aspect is aspect which cover techniques

in determining and composing the type of letters in

making motion graphics to build a message and

information in it. Sans Serif typeface was chosen in

making this motion graphics so that the information

presented through visual text can be seen clearly and

easily. Examples of the use of font types in detail are

shown in Figure 10.

Figure 10: Implementation of font sans serif.

3.4 Alpha Testing

This test is a preliminary test on a product that is

conducted to test a product that is designed to ensure

that the product is feasible and is free from all forms

of deficiencies and errors, so that it can be identified

first and continued with improvement. This test was

conducted together with multimedia experts who are

multimedia lecturers at the Batam State Polytechnic.

This test is done by filling out the feasibility

questionnaire from PT. Livi Angjaya Mandiri. After

the questionnaire is filled in, the next step is to

calculate the average score to draw conclusions from

the calculation, whether or not it is appropriate to

have motion video that will be published to the target

audience. The test of motion graphics feasible by

multimedia experts in detail is shown in Table 4.

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Table 4: Product feasibility assessment result.

Based on the calculation of the formula to find the

interval and calculation in table 13, it can be

concluded that the video motion graphics of PT. Livi

Angjaya Mandiri is included in the Feasible category

to the public as evidenced by the average rating that

has reached the number 3.6, while comments /

criticisms and suggestions will be used as material for

further research improvement.

3.5 Beta Testing

This test is the final test of product testing on aspects

of information and the appearance of motion graphics

to the audience, namely the people of Batam city

which includes housewives to employees using

aspects of promotional objectives which include

aspects of information delivery, reminding, cajoling

and behaviour modification. In beta testing in this

study, as many as 30 respondents participated in

filling out online questionnaires, the results of which

will be calculated using the Likert Scale method to

determine respondents' responses to the introduction

of PT. Livi Angjaya Mandiri. Detailed result of the

respondent's questionnaire is shown in Table 5.

Table 5: Result of the respondent’s questionnaire.

In accordance with the Likert scale assessment

intervals that have been determined that the results of

the value of 85.03% included in the category strongly

agree Which means the respondent thinks strongly

agree that the motion graphics presented have

successfully promoted the company well and fulfilled

all aspects of the promotion objectives. The

application of the aspect of promotional objectives

aims to test whether the resulting motion graphics can

promote the company well in introducing the

company profile to the people of Batam so that the

final value of 85.03% is in the category strongly agree

the main task of making video motion graphics PT.

Livi Angjaya Mandiri is fulfilled.

Motion Graphics as a Marketing Promotion Media of Livi Angjaya Mandiri Company

275

3.6 Delivery

At this stage publications are carried out to

respondents or the public as a target of research. After

the testing phase is completed, then the publication is

done through social media companies, namely via

YouTube, Facebook and Instagram. The display of

uploaded video of motion graphics on company social

media in detail is shown in Figure 11.

Figure 11: Video distribution on YouTube.

4 CONCLUSIONS

Based on testing and analysis that has been done, the

conclusion is motion graphics as a medium to

promote PT. Livi Angjaya Mandiri becomes the right

promotional material by using motion graphic’s

techniques, so that it provides an interactive

appearance and easily understood by the target

audience, namely the people of Batam.

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