[MUSIC PLAYING]
[APPLAUSE]
CONNIE ANG: I'm sure many of you know the brand, Aqua,
and probably grew up with it.
We've been in Indonesia for 50 years.
We are made in Indonesia with Indonesian for Indonesia.
But you probably didn't know that 56% of Indonesians
actually don't drink enough water.
And to be healthy, you need to drink about two liters
of water a day.
Quite a bit.
So we came up with this campaign with Aqua.
That is to say that for every little moments
in life, little ups, little downs,
or in-between activities, to remind Indonesians
to drink a little bit of water.
And that is our campaign, Aqua Dulu.
So I'm standing in front here with digital experts,
digital natives, and young people.
I should feel a little bit nervous
because I'm talking about your world.
So Aqua Dulu, drink a bit of water first.
[APPLAUSE]
I have Gen Z in my company.
When I tell them something, they normally
don't always believe me.
But when YouTube or Google says that, they believe that.
It has to be true.
And of course, so obviously, Gen Z, for you, YouTube
is the number one place to verify your information
and to make decision.
So what do Generation Z love?
What sort of content?
They love to look at beauty, fitness,
entertainment, of course, very important, gaming.
So we went to Google and we said,
what can we do about our Aqua Dulu campaign?
And they suggested to us trendjacking.
Which is taking content creation to the next level.
Taking out six seconds Aqua content that is relevant
and putting it into YouTube content
that is similar and relevant.
So taking content creation and personalization
to another level.
And if we could show you what it is, if we could play the video,
please.
[MUSIC PLAYING]
SPEAKER 1: [NON-ENGLISH SPEECH] Aqua Dulu.
SPEAKER 2: [NON-ENGLISH SPEECH]
SPEAKER 3: [NON-ENGLISH SPEECH]
SPEAKER 1: [NON-ENGLISH SPEECH] Aqua Dulu.
SPEAKER 4: [NON-ENGLISH SPEECH]
SPEAKER 1: [NON-ENGLISH SPEECH] Aqua Dulu.
SPEAKER 5: [NON-ENGLISH SPEECH]
SPEAKER 1: [NON-ENGLISH SPEECH] Aqua Dulu.
[APPLAUSE]
CONNIE ANG: Thank you.
And I'm told that this is the first trendjacking
campaign in Asia-Pacific.
And some of you are business people in this room,
in the audience, and you probably want to ask me,
so what is the business results, Connie?
I'm told that in terms of business results,
this is the best-in-class in terms of ad recall and intent
uplift.
We've also done consumer research and studies
in our company.
And we found that the consumer results are actually
better than our TV ad.
And we found uplift in our message relevancy at 19 points.
Uplift in our brand favorability at 13 points.
So let's also listen to what is it that the consumer says
about this content.
[LAUGHTER]
Gaming, always very important.
And whether you lose a game or you win the game,
doesn't matter.
Aqua Dulu, the day will be fine.
So thank you very much, everyone.
And I also want to say thank you to YouTube for this opportunity
to create this content.
I also want to say a big thank you to Wavemaker, as well as
to RED Comms for this campaign.
[APPLAUSE]
Thank you, everyone.
Have a great day.
Don't forget, Aqua Dulu.
[MUSIC PLAYING]