Analisis Pesan Komunikasi dengan Pendekatan Service Blueprint dan Event Involvement terhadap Acara Festival Aktivasi Bank 2019 oleh Bank Swasta

The Bank Activation Festival is a festival event held by a Private Bank. Aims to invite the public, especially young people, to get to know and understand real financial and can be used as provisions for the future. The purpose of the research is to help see the problem at the 2019 Bank Activation Festival event and provide recommendations in the form of useful suggestions for the implementation of the 2021 Bank Activation Festival. In analyzing the problems in the Bank Activation Festival, the writer uses two theories, Service Blueprint and Event Involvement. The research methodology used is quantitative and qualitative methods. The quantitative method that the author uses is obtained from data that the author obtained during an internship at a Private Bank, such as the 2019 Bank Activation Festival event proposal, and the company's website. For the qualitative method the writer got through interviews with company supervisors and also millennial visitors who came at the 2019 Bank Activation Festival. The results of the author's research, concluded that the problem faced by the Bank Activation Festival is the message (content) financial to visitors has not been delivered optimally. So for the root causes found by the author, namely the delivery of financial programs (content) that seem rather monotonous towards millennial children. The solution provided by the author is by making a Gamification of the Bank Activation Festival.