Designers always play a really important role in everywhere, and their products could make different parts connected with each other. In Indonesia, tobacco industry is also becoming bigger based on different kinds of designing. In this technological world, social media is one of the quickest way to spread information, therefore, it can be said that designers could control the marketing.
One of the biggest tobacco companies managing in Indonesia is PT HM Sampoerna/Philip Morris International (PMI), and it connected systematically sponsored music concert series (SoundrenAline) with the internet-based marketing activities. The community which this company targeted is teenagers, and it combined tobacco with music, creativity and self-expression. According to this case, Indonesia designers investigate the interest of teenagers, and aim at this group people to put the tobacco element into different aspects in the hobbies of them, such as poster, radio, everywhere advertising and more poplar social media. Therefore, when teenagers saw the designing, they will be attracted from what they are interests then the tobacco element will be passed on them, this is using creativity and empowerment messages to sale to teenagers.
Apart from that, I found that a news which is written by Robert Kozinets, it is mentioned that through investigation, Indonesia recruiting 2000 to 3000 followers ‘nano-influencers’ on Fackbook and Instagram then encourage them to post about their tobacco-sponsored adventures. In addition, he also found brand ambassador train camps which is operated by domestic tobacco company Gudang Garam. And in these camps, young ‘nano-influencers’ got generous fees then studied cigarette brands images and learn how to maintain their social media feeds. This case showed a strong connecting between designing and tobacco industry. Obviously, social media could spread information quickly, so they used this way to improve the tobacco industry even build the camps to maintain how to make the influence of social media become better, so they invested in young nano-influencers then they got more profits of tobacco.
“With social media, advertisements or any kind of persuasion will become more natural. A person can be persuaded without feeling that he or she has been persuaded.” Roby told the jakartapost. I thought designers design many kinds of things then apply in our life, a successful designer he will know what target want and need, and also know what the target interested, and how to make the design results in a better effect, such as Indonesia designers design advertising, campaign to increase tobacco profits then more success of this product, they will get more profits. Thus, the direction of products designed will cause how the tendency of future.
Elly. B. F 2016, “Social media plays role in youth smoking, says expert”, The Jakarta Post, viewed on 18 December 2019, <https://www.thejakartapost.com/news/2016/03/21/social-media-plays-role-in-youth-smoking-says-expert.html>.
Putu. A. S. A & Becky. F 2018, “Tobacco company in Indonesia skirts regulation, uses music concerts and social media for marketing”, THE CONVERSATION, viewed on 18 Decemeber 2019, <https://theconversation.com/tobacco-company-in-indonesia-skirts-regulation-uses-music-concerts-and-social-media-for-marketing-93206>.
Robert. K 2019, “Commentary: In Indonesia and more countries, social media and Big Tobacco are hooking a whole new generation of smokers”, CNA, viewed on 18 December 2019, <https://www.channelnewsasia.com/news/commentary/big-tobacco-advertising-social-media-promote-smoking-influencers-11450142>.