Advertisement Critical Review: AQUA "#AdaAQUA"

#AdaAQUA​ - Momen Gagal Fokus : ZONK

Nowadays, we often see people promote their products using media such as newspapers, radio, television or even social media. This activity is often referred to as advertising. Advertising is an activity that people usually do to promote their products or services and aims to convince the targets to buy it. Meanwhile, the advertisement is the message itself. The advertisers, people who create advertisements, want as many people as possible to see their products. The more people see and know about it, the more people will buy it as well. The bottom line is they create advertisements to inform and persuade people to buy their products. Therefore, many advertisements use many ways and strategies to attract consumers to buy the products. One of them is a mineral water company named AQUA. The company always uses an attractive, unique, and creative ad. However, there was one of their ads that caught the attention of most people, including me at the time it was shown. Which is entitled as #AdaAQUA​ - Momen Gagal Fokus : ZONK.

This advertisement caught my attention to buy the product. Apart from taste and quality, AQUA made me realize that hydration is crucial in our life. Just like what happened on this ad, I sometimes lose my focus and often dreamy when I don’t drink enough water. So, I often get into trouble while doing my activities.

There were actually several kinds of this ad AQUA made, but this one I remember the most. By creating a drama that relates to our real life, we often forget to rehydrate ourselves by drinking water. Without using a lot of soundtracks, we quickly realize what the ad is trying to convey. The ad tells about some government staff who are going to welcome delegates from other countries. All are getting ready and there is a woman staff who offers her colleague water, but he refuses and says “later”. Then, when the Japan delegates were suddenly stuck in a broken lift, all of the staff panicked because they didn't know Japanese. The funny scene was when the leader of the staff asked anyone who can speak Japanese then the man who refused water earlier came forward to say something to the Japan delegates. Instead of saying something in Japanese, he said “Japan” in front of the lift. They all were surprised by the man and they said “Ada aqua?”.

Not only the comedy drama inside the ad, but they are also trying to convey that hydration is important for humans. The company campaigns it in simple terms by only using skits in advertising. Nevertheless, this is reinforced by presenting the results of studies at the end of the video about drinking less which can reduce one's concentration and focus. Apart from advertising on television, this campaign is also carried out on social media using the hashtag #AdaAQUA which has been used by more than 450,000 users. It is proven that aqua has succeeded in attracting the attention of Indonesian consumers and in increasing the sales up to 30% (Silalahi, 2018). No wonder AQUA continues to find unique and useful things when marketing its products.

"Mild dehydration can reduce concentration and focus."

In conclusion, I think AQUA delivered the ad successfully and conveyed the message very well. The use of storyline, the character, music, and scenes supports the message of advertisement without exaggerations about the product. In my opinion, it is the most important thing that customers are interested in seeing and believing in the ad. Hence, until now the AQUA mineral water brand is still trusted by the public.

References:

SehatAQUA. (2017, January 17). #AdaAQUA​ - Momen Gagal Fokus : ZONK [Video]. YouTube.

Silalahi, M. (2018, January 8). Kampanye #AdaAqua dari Danone. MIX. Retrieved from <https://mix.co.id/marcomm/brand-communication/digital-brand-communication/kampanye-adaaqua-dari-danone/>