AQUA: Winning local battle in central Java region

Mineral water brand AQUA arrested a decline in top-of-mind awareness in a key geographic region in Indonesia.

Campaign details

Brand: Danone IndonesiaAgency: Wavemaker IndonesiaRegion: APAC

Strategy

Objective

The strategic objectives are to increase Top of Mind of AQUA and market share. To justify the performance, on top of media metrics, we are also measuring Top of Mind from Kantar IBHT and Nielsen IQ for sales and market share data

Target Audience

This is the first time AQUA did a local-based campaign, focusing on Central Java Area to win back the battle of this particular region. AQUA had been treating its previous campaigns with a nation-wide approach.

Creative Strategy

Due to the nature...

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