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Y&R Indonesia and AQUA remind consumers to keep hydrated even while fasting during Ramadan

INDONESIA – Y&R Group Indonesia and major client Danone have partnered to educate consumers on the importance of healthy hydration while fasting. The 2-4-2 campaign for AQUA has been developed specifically for the Muslim holy month of Ramadan which started on 18 July 2015.

The TV and print campaign created by Y&R features local celebrity Ferdi Hassan, whose name is jokingly changed to Feri Hausan (meaning ‘Always Thirsty’ in Bahasa Indonesia) for on-line videos as part of a major digital component.

Based on the insight that most people tend to drink copious amounts of water before starting their fast, the campaign seeks to dispel that notion by educating consumers on staying properly hydrated during the holy month.


Hence the agency developed AQUA’s ‘2-4-2’ 2015 campaign, an easy & memorable communications campaign built around the healthy and most effective hydration advice: to drink 2 glasses of water upon breaking one’s fast at sunset, 4 glasses during the night and 2 glasses before recommencing one’s fast at sunrise.

“Not only is the work fantastic and driven by strong insight and locally relevant, but the integration across Y&R and VML is immensely pleasing,” said Y&R Indonesia Group CEO Matthew Collier.

The television commercial focuses on a family preparing for the fasting period, when the ‘2-4-2’ advice is shared on their home TV. This is supported digitally in a fun and youth-targeted way with on-line videos featuring local celebrity Ferdi Hassan, whose name has been jokingly changed to Feri Hausan (Always Thirsty). These showcase stories about what happens to Feri when he doesn’t follow AQUA242 during breakfasting, during the night and sahur.

There is also a website http://www.aqua242.com/ explaining the concept of 2-4-2 hydration and useful information to help during the fasting period. And an Instagram activation on @SehatAQUA Instagram account asks the audience to showcase their #Breakfasting, #DuringTheNight and #Sahur moments with AQUA – with families, friends or even their food menu. The digital campaign was developed by VML Qais Jakarta in conjunction with the ATL team.

“The AQUA 2-4-2 campaign’s easy to remember premise, is based on an extremely revealing insight from Y&R which impressed us from the outset. It’s important to us that our consumers stay healthy and hydrated during this most important holy month,” commented Febby Intan, Brand Director, AQUA.

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