‘ADA AQUA’ CAMPAIGN AND THE RISK OF DEHYDRATION: CIRCUIT-OF-CULTURE MODEL

Windasari Gayuh Mardatilah,Abhirama S.D Perdana

doi:10.33021/exp.v1i1.368

Abstract

AQUA as the pioneering bottled water industry in Indonesia created the Ada AQUA Campaign. Ada AQUA Campaign is an informational campaign promoting adequate water consumption to prevent dehydration that can cause lack of concentration. Ada AQUA Campaign was held as a strategic move to secure the future growth of AQUA. This research analyses how Ada AQUA Campaign is produced, circulated and consumed by people especially young people in Indonesia and then achieve its goal through Social Networking Sites (SNS) or three main social media, such as Twitter, Instagram, and Facebook. The competition among bottled water company in Indonesia is getting competitive. Ada AQUA Campaign has received good responses from a lot of people. It can be seen through the use of the hashtag #AdaAQUA in SNS. AQUA has encouraged Indonesian especially young people to join and participate in Ada AQUA Campaign. This campaign targeted 50,000 mentions and reached 450,000 mentions for the hashtag #AdaAQUA. Ada AQUA Campaign became the successful campaign that AQUA ever held. The gap in this research is that there are still a few researcher and public relations practitioner who use Circuit of Culture to analyse cultural experience. This research will contribute to the literature or journal of international public relations. Linking to the new media, this research is using Circuit of Culture as a framework to explain each moment and dig the understanding of how Ada AQUA Campaign is produced, circulated, and consumed by people especially young people in Indonesia.

Highlights

Water is known as the lifeblood that people cannot live without
Curtin and Gaither stated that the starting point can be from any moment (Curtin & Gaither, 2007), this research need to understand from the moment of regulation in order to get the better understanding about the environment, laws, norms, and the reason behind Ada AQUA Campaign that will relate to other moment in the Circuit of Culture
This chapter will analyse Ada AQUA Campaign using Circuit of Culture as theoretical framework to dig the understanding of each moment in Ada AQUA Campaign which is interrelate

Summary

INTRODUCTION

Water is known as the lifeblood that people cannot live without. A lot of people in Indonesia, do not adequately consume water in their life since the clean water supply in Indonesia is decreasing each year. AQUA already created some movements or campaigns, such as “Temukan Indonesiamu”, “Ada AQUA”, “1 Untuk 10”, and many more (Danone, 2016) It is a campaign held by AQUA about people who do not pay focus and have lack of concentration because they are dehydrated, caused by inadequate water consumption. This research analyses how this campaign, as a Public Relations product, is produced, circulated and consumed by Indonesian, achieved its objectives using Circuit of Culture as the main theoretical framework It contains the explanation about how Ada AQUA Campaign is circulated through new media which can make an effective campaign that can gain and sustain the attention, awareness, and credibility of its brand. That is why public relations practioner needs to consider what kind of medium that will used to deliver the message to the audience as the way public relations practioner wants them to make meaning out of the message

LITERATURE REVIEW

METHODOLOGY

FINDINGS AND DISCUSSION