Danone's AQUA brand is using the billboards around greater Jakarta to help convey messages of implementing health protocols, as the number of COVID-19 cases in Jakarta continue to rise. In a bid to remind consumers to wear their masks, the main visual of the billboard is that of a mask which covers the sentence "Kali ini kami menutup billboard ini agar kamu mengerti akan apa yang ingin kami sampaikan". The sentence is translated to "This time we cover this billboard so that you understand the message that we are trying to convey".
Ethan Lim, VP, marketing of Danone's water brands told Marketing Interactive that its creative agency Wunderman Thompson Indonesia was briefed with a single message - the brand needs to help the government relay the message of wearing masks using its outdoor properties and the message needs to work on digital out-of-home screens. He added that the creative idea behind it was if AQUA is able to hide its message while wearing a mask, so should consumers.
"The agency proposed to literally cover the billboard with a giant mask. Everything else, including what was written on the board, becomes less important than the mask itself. We also want to ensure people understand how to wear a mask properly. Every little detail counts. The position is parallel to where a mask would sit if the billboard were one's face, the strings are taut and the nose area also pinched in the right way," Lim explained.
Wunderman Thompson's deputy ECD Mark Verhagen and his team took the lead on the creative while Wavemaker Indonesia was involved with the media buying aspect.
According to Lim, AQUA has always been about providing the goodness of healthy hydration for all Indonesians. "To support the Indonesian government's efforts to implement health protocol during the pandemic, we wanted to be the brand that reminds our consumers about health - during the pandemic and beyond. This OOH effort serves as another reminder for consumers to stay healthy by wearing their masks and stay hydrated with AQUA," he added.
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