UTILIZATION OF AUGMENTED REALITY TECHNOLOGY IN THE CURRENSHE CAMPAIGN BY BANK OCBC NISP FOR FEMALE CHARACTERIZATION

Stefanus Liunardy

Abstract


This research examines the application of Augmented Reality (AR) technology within the CurrenShe Campaign conducted by Bank OCBC NISP, emphasizing the communication message aspect. Through an analysis of the CurrenShe Instagram filters available on the official Instagram account @ocbc_indonesia, this study dissects the communication messages and narratives of struggle portrayed by six (6) prominent Indonesian female figures. Employing document study techniques and qualitative content analysis methods, the research scrutinizes six (6) CurrenShe Instagram filters. The findings highlight the fusion of AR and visual communication elements within the campaign's framework. Consequently, this research contributes to the comprehension of AR within the field of communication science and offers practical insights for the advancement of similar campaigns.

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References


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