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

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.