THE ROLE OF A MASCOT AS A PROMOTIONAL MEDIA FOR IFREE GROUP
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Abstract
iFree Group Travelution Indonesia already has a company logo and social media that acts as an identity and a promotional medium for a brand. But, considering the intense market competition, a mascot is needed to strengthen the brand's identity and media promotion. It is the right choice because it remains flexible to the brand’s needs and is acceptable to all ages. 5 Steps of Design from Robin Landa is used in the process of designing a mascot. Steps from information gathering through literature review, interviews, and questionnaires, to doing sketches and finalizing mascot design are done systematically to produce a suitable mascot for iFree Group. The result is shown in the mascot’s shape, posture, pose, and expression which convey a comfortable, trustworthy, and high-tech impression. Furthermore, the mascot is also designed in other mediums such as Instagram feeds and stories, luggage tags, holiday greeting cards for email newsletters, digital stickers, mascots prototype as virtual assistants on WhatsApp, and thank you cards for package delivery.
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