Emily Tan
Jun 29, 2015

Danone Aqua launches campaign for proper hydration during Ramadan

INDONESIA - If you don't stay hydrated in Ramadan, you'll pass out and cause pandemonium claims Danone Aqua and Y&R Group Indonesia in tongue-in-cheek public-service announcement.

Client: Danone Aqua

Agency: Y&R Group Indonesia and VML Qais Jakarta

Market: Indonesia

Campaign scope: TV, print, online video, microsite and Instagram on @SehatAQUA 

Details: Based on the insight that Muslims tend to drink copious amounts of water in the morning before fasting, but not enough during the night and at the end of day, Danone & Y&R created a campaign to educate consumers on staying properly hydrated during the Ramadan. The agency developed Aqua’s ‘2-4-2’ 2015 campaign, an easy and memorable idea built around the advice to drink 2 glasses of water upon breaking one’s fast at sunset, 4 glasses during the night and 2 glasses before recommencing one’s fast at sunrise. The television commercial focuses on a family preparing for the fasting period, when the ‘2-4-2’ advice is shared on their home TV. This is supported digitally in a fun and youth-targeted way with online videos featuring local celebrity Ferdi Hassan, whose name has been jokingly changed to Feri Hausan (Always Thirsty). 

Press release quote: Febby Intan, brand director for Aqua, said: “The Aqua 2-4-2 campaign’s easy-to-remember premise is based on an extremely revealing insight from Y&R which impressed us from the outset. It’s important to us that our consumers stay healthy and hydrated during this most important holy month.”

Campaign Asia-Pacific's view: It's a great idea for a water-brand to promote healthy hydration during Ramadan. But we felt there's a real disconnect between the rather dull TVC (see below) and the fun, over-the-top online videos. We get that the ads target two different groups but it would have been nice to see the online video concept translated for TV for more continuity. 

Creative Credits

ECD: Yerry Indrajaya

Copywriter: Olivya Desy

Art Director: Rizal Fachrul

Producer: Yulia Sultan Makmur

Account Executive: Icha Caresya

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