AQUA: #AdaAQUA GifMojis

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

Campaign details

Brand: AQUABrand owner: DanoneLead agency: Havas MediaContributing agencies: VML, GDICountry: IndonesiaIndustries: Bottled watersMedia channels: Social mediaBudget: Up to 500k

Executive Summary

AQUA is the number-one water brand in Indonesia. It resonates well with Indonesian families and the in-home consumption is outperforming within the category. The challenge is on out-of-home consumption for the 600ml bottle, because the brand does not resonate with the on-the-go youth lifestyle. In 2014, the #AdaAQUA campaign was launched by highlighting the mild dehydration narrative, which was more relevant to the young segment....

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