Aqua bottled water (@sehatAQUA) wanted to freshen up its long-running #AdaAQUA campaign and impact a younger audience. The market-leading brand wanted to highlight the importance of staying hydrated to avoid "lack of focus" and connect with an on-the-go lifestyle.
@sehatAQUA found the perfect chance to refresh its existing ad campaign with the upcoming release of "Ada Apa dengan Cinta? 2", the sequel to a cult romantic comedy movie. The brand teamed up with the film’s popular star, Dian Sastro, to lead the revamped campaign. @sehatAQUA created Promoted Videos featuring Dian’s character Cinta to ask the audience, “When do you lose focus?” Each user who replied using the hashtag #AdaAQUA triggered an automated response including one of 120 emoji-inspired GIFs featuring Cinta. Twitter’s auto-response feature used keywords around emotions — clumsy, bad mood, sorry — to reply with an appropriate emoji-inspired GIF for every Tweet.