Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)

<Previous Article In Volume
Next Article In Volume>

Fear, Finance, and Festivity: Satirical Storytelling in Integrated Marketing Communication of Danamon’s ‘Financial Fears’ Campaign

Authors
Fredericko Zein Kurniawan1, Arsa Widitiarsa Utoyo1, *
1Universitas Multimedia Nusantara, Tangerang, Indonesia
*Corresponding author. Email: arsa.widitiarsa@umn.ac.id
Corresponding Author
Arsa Widitiarsa Utoyo
Available Online 30 April 2026.
DOI
10.2991/978-2-38476-573-7_12How to use a DOI?
Keywords
Satirical storytelling; Integrated Marketing Communications; Financial campaign; Digital advertising; Humor; persuasion
Abstract

This study explores the role of satirical storytelling as a persuasive technique in integrated marketing communication, with a focus on Danamon’s “Financial Fears” campaign. Designed around the theme of financial anxiety among millennials and Gen Z in Indonesia, the campaign used horror-inspired visuals and festive Halloween motifs to frame complex economic issues in relatable narratives. Employing a qualitative case study method, this research examines campaign executions across multiple channels, including outdoor media, digital platforms, and consumer activations, while applying the frameworks of Integrated Marketing Communications (IMC) and narrative persuasion. Results show that satire and humor, when combined with cultural symbolism, effectively captured audience attention, reduced the stigma surrounding financial struggles, and encouraged proactive financial decision-making. The campaign’s cross-platform consistency, emotional resonance, and creative humor prove how financial institutions can employ unconventional approaches to foster meaningful connections with audiences. This article argues that satirical storytelling within IMC not only enhances brand engagement but also contributes to social discourse by framing financial literacy in accessible and culturally resonant ways.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 April 2026
ISBN
978-2-38476-573-7
ISSN
2352-5398
DOI
10.2991/978-2-38476-573-7_12How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fredericko Zein Kurniawan
AU  - Arsa Widitiarsa Utoyo
PY  - 2026
DA  - 2026/04/30
TI  - Fear, Finance, and Festivity: Satirical Storytelling in Integrated Marketing Communication of Danamon’s ‘Financial Fears’ Campaign
BT  - Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)
PB  - Atlantis Press
SP  - 108
EP  - 116
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-573-7_12
DO  - 10.2991/978-2-38476-573-7_12
ID  - Kurniawan2026
ER  -