“For The First Time, We Don’t Want You To See this Billboard”

Danone, Indonesia, who produces Indonesia’s most popular brand of bottled water – Aqua – along with their media agency Wavemaker used digital billboards to send a powerful message encouraging audiences to stay at home and practice proper hydration habits. The entire digital-out-of-home (DOOH) campaign ran via Google’s Marketing Platform DV360. 

This was the first programmatic DOOH campaign to be executed on premium digital billboard sites in Indonesia. It was enabled by advertising technology provider Moving Walls. 

Sending the Right Message to the Right Audiences 

The initial campaign message was around encouraging good hydration habits. As Jakarta, like other major cities, imposes tighter movement and social gathering limits, the creative was updated to encourage people to stay at home. And what better way to reach them then on the large billboards they pass by everyday? 

“Untuk Pertama Kalinya, Kami tidak ingin kalian melihat billboard ini. Tetaplah dirumah, tetaplah terhidrasi” which translates to “For the first time, we don’t want you to see these billboard ads. Stay at home and keep yourself hydrated.” in an aim to support the government social distancing strategies. 

A little help goes a long way, especially when the Government declared a state of emergency in Indonesia on March 20, aiming to slow down the virus spread and to encourage the practice of hygiene and social distancing. 

Since the campaign was being executed in a programmatic manner, changing the creatives was as easy as flicking a switch. Meanwhile, both the client and the media agency are able to validate the ad plays through the DV360 buy-side platform. 

“We should not limit our creativity during this challenging moment. That’s why we have been positioning our creatives to inspire, support and empower the audiences we reach. This is our ongoing effort to take part amid the pandemic period by communicating goodness to everyone. We invite everyone to take part by doing what they can by staying at home and staying hydrated,” said Ethan Lim, Vice President Marketing of Danone Waters. 

“This crisis has obviously hit the media hard. We have seen plenty of out-of-home advertising campaigns get paused. However, here is a good example of how a market leader can use an existing campaign to spread positive messages that support the measures being put in place to battle the pandemic. These kinds of dynamic changes are made possible because the campaign is being executed in a programmatic manner,” said Srikanth Ramachandran, Founder and Group CEO of Moving Walls.