Communicating the risks of dehydration through ‘Ada AQUA’ campaign: A circuit-of-culture analysis

Windasari Gayuh Mardatilah, Abhirama SD Perdana

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.


Keywords: Ada AQUA Campaign; #AdaAQUA; Circuit of Culture; Social Networking Sites;

Full Text:

PDF

References

#AdaAQUA. (2014). Retrieved 2017, from Twitter.com: https://twitter.com/search?q=%23AdaAQUA%20since%3A2014-10-01%20until%3A2014-11-30&src=typd

B., A. F. (2015). Industri Air Minum Dalam Kemasan (AMDK).

BIBLIOGRAPHY Samovar, L. A., Porter, R. E., McDaniel, E. R., & Roy, C. S. (2012). Communication Between Cultures, Eighth Edition. Cengage Learning.

Campaign Asia. (2016, May 26). Retrieved December 2016, from Campaign Asia: http://www.campaignasia.com/article/case-study-how-adaaqua-got-indonesians-focused-on-hydration/424812

Curtin, P. A., & Gaither, T. K. (2007). International Public Relations. SAGE Publications.

Danesi, M. (2004). Messages, Signs, and Meanings: A Basic Textbook in Semiotics and Communication. Toronto: Canadian Scholars' Press Inc.

Danone. (n.d.). Retrieved December 2016, from Danone: http://www.danone.com/en/for-all/our-4-business-lines/waters/our-brands/buid/aqua/

Industri Air Minum di Indonesia Tak Pernah Paceklik (Bottled Water Industry in Indonesia never gets Famine). (2015). Retrieved January 2017, from Marketeers.com: http://marketeers.com/industri-air-minum-di-indonesia-tak-pernah-paceklik/

Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York University Press.

Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010, February). Social Media and Young Adults | Pew Research Center. Retrieved January 2017, from Pew Research Center: http://www.pewinternet.org/2010/02/03/social-media-and-young-adults/

Leve, A. M. (2012). The Circuit of Culture as a Generative Tool of Contemporary Analysis: Examining the Construction of an Education Commodity.

Lim, S. H., & Yazdanifard, D. (2014). How Instagram Can Be Used as a Tool in Social Network Marketing. Retrieved January 2017, from Research Gate: https://www.researchgate.net/publication/265377226_How_Instagram_can_be_used_as_a_tool_in_social_networking_marketing

Lineberry, Z. X. (2012). Uses and gratifications on social networking sites: Analysis of use and value of social networking sites for three types of social capital on college students. 11.

Logo Baru Aqua - BiteBrands (New Logo of AQUA - BiteBrands). (2013). Retrieved 2017, from BiteBrands: http://www.bitebrands.co/2013/05/logo-baru-aqua-dari-alam-untuk-manusia.html

Nilai Luhur (Core Values). (2017). Retrieved January 2017, from aqua.com: http://www.aqua.com/tentang_aqua/nilai-luhur

Nugroho, R. (2009). Indonesia Contextual Analysis in Water Supply and Sanitation Sector.

O'Shaughnessy, M., & Stadler, J. (2012). Media and Society. Oxford University Press.

Perdana, A. S. D. (2016). Changing Cultural Practices: New Media Use and the Shift of Public Relations Practice in the Current Bandung Local Government. MAC Conference 2016 Proceeding, pp: 361-370.

Statista. (2017). Retrieved January 2017, from Statista: https://www.statista.com/statistics/247938/number-of-social-network-users-in-indonesia

Statista. (2017). Retrieved January 2017, from Statista: https://www.statista.com/statistics/490548/twitter-users-indonesia/

UNICEF and WHO. (2014). Retrieved December 2016, from UNICEF: https://www.unicef.org/indonesia/media_22269.html

West, R., & Turner, L. H. (2010). Introducing Communication Theory: Analysis and Application. Mc Graw Hill.

Worldometers. (2015). Retrieved January 2017, from Worldometers: http://www.worldometers.info/world-population/indonesia-population/

Article Metrics

Abstract view : 14 times
PDF - 105 times

Refbacks

  • There are currently no refbacks.