Creative Execution

We built the Aqua Hocus Focus Machine by hacking a vending machine with an LCD panel and pairing it with the Neurosky Mindwave Biosensor which measures EEG brain waves. We created a simple game, in which a consumer controls the experience using just their concentration. The gameplay was simple - the more a person concentrates, the faster they achieve a high score. If a person achieves a perfect level of concentration, they will be rewarded with a prize. However, if a person loses the game, the machine vends a bottle of AQUA – for the consumer to re-hydrate accordingly.

Before the period of the campaign, many Indonesians were simply unaware that their daily water-drinking habits were insufficient. Close to 1,000 participants walked away from the experience enlightened and educated about the facts of dehydration, reminded about the importance to hydrate with water on an everyday basis. Furthermore, over the course of the campaign, sales increased by 1000% at the participating 7-11 stores and the activation has been extended to reach more consumers over a longer period of time.

According to the 2010 THIRST Indonesia study, 50% of Indonesians are dehydrated on a daily basis, and they don’t even know it. With average temperatures of 28 degrees and humidity reaching 90%, drinking water throughout the day is critical. Even mild dehydration is scientifically proven to affect human behavior, inducing fatigue and lack of focus & concentration. We worked together with the Danone Health Marketing team to understand the effects of mild dehydration on concentration and to find a solution to help educate our target. In recent campaigns, AQUA has worked to increase its relevancy among Young, Digital Indonesians, our main target. They spend much of their free time hanging out with friends at 7-11 stores. With this in mind we wanted to build a unique activity to connect with our 7-11 crowd and SHOW them the effects of dehydration on their cognitive abilities.