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AQUA (Danone):
Save Jack

Background:
AQUA, as Indonesia's leading bottled water brand, set out to educate Indonesian consumers about the importance of healthy hydration everyday. AQUA was looking to further educate consumers about the need for healthy hydration

We extended #AdaAQUA Hydration Campaign to social, where everyone can participate and raise awareness in fun engaging way.

Ideas:
Introducing #AdaQUA Save Jack. Instagram user tagging feature was freshly launched at that time, and we hijack the feature by creating adventure of saving ‘Jack’ that is hidden somewhere in Instagram, with decoys and riddles spread on long-form instagram gallery and across several accounts. The only way people can help is to stay hydrate, focus, and go through all the clues.

Result:
The fan growth nearly doubled once again with just under 8,000 new fans following the @SehatAqua account. With over 2,000 participants joining the campaign, Aqua received a healthy level of participation. Despite the difficulty of the tasks, 610 fans completed all of the challenges. Overall, the brand received over 15,000 interactions in just ten short days. And: won Gold for ‘Most Engaging Mobile Creative’ by MMA Smarties Award Indonesia. Woo!


Scroll down to see study case video and visuals.

Showcase how the game's journey go on Instagram

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Some social visuals

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Credit

Agency                  : VML Indonesia
CD                         : Jerry Soeria
Jr. Art Director       : Eugenia Clara, Dani A.
Copywriter             : Mare Nurismarsyah, Anindita Lintang.

 


© 2020 Eugenia Clara | instagram / behance / medium / vimeo / linkedin