With the hype of the upcoming movie sequel from 2002 cult classic Indonesian movie, “Ada Apa dengan Cinta?” (AADC), apparently some brands try to take advantage from it by endorsing “Ada Apa dengan Cinta? 2” (AADC2) to their advertising material. These including Aqua, a brand of mineral water owned by Danone in Indonesia. Aqua added AADC2 into one of their campaigns called #AdaAqua and made several ads based on that. Regarding to this matter, recently Jakpat has conducted a survey in order to see people’s opinion toward Aqua ads in the version of AADC2 movie. This survey involved 1230 respondents from across Indonesia. For the further notes, Jakpat’s respondents in this survey are Indonesian smart-phone users, with a range of age from 18 to 40 year-old. Regarding to this survey, first of all, we found out that there are 76% of our respondents who are aware of the ads, with 96% of them also admit that they have watched it.
Next, regarding to the media in which they watch the ads, most of our respondents (87%) say that they watch it on television. Meanwhile, there are also 27% of them who watch the ads online or through the Youtube channel. Related to the ads itself, we gathered some opinions from our respondents. Apparently, almost all of them (94%) agree that the ads are attractive, while there are also 91% of them who think that the ads are fun and entertaining. Moreover, there are 84% of our respondents who agree that the ads are giving beneficial information about Aqua.
In regard to the influence of the ads toward audience, we found that many of our respondents (71%) admit that the ads make them want to buy Aqua. Henceforth, most of our respondents (78%) state that the ads make them wants to watch AADC2 movie. When asked about whether they found the ads disturbing, apparently most of our respondents (92%) think that it’s not. However, we also found out that most of our respondents (87%) admit that they would still buy Aqua regardless the ads, while there are 70% of them who admit that they would still watch AADC2 movie regardless the ads.
Lastly, we would like to know whether our respondents think that the ads are effective for promoting both Aqua and AADC2 movie. Most of our respondents (81%) agree that the ads is effective to promote Aqua, while also most of them (82%) argue that the ads is effective to promote the movie. Thus, in some way, they think that Aqua ads in the version of AADC2 movie are an effective way to promote both Aqua as a mineral water product and the upcoming movie, AADC2. To some extent, the ads have also succeeded in attracting them to buy the product and watch the movie. On the other hand, the existence of the ads itself is not very influential, since they would still want to buy the product and watch the movie regardless the ads, perhaps because both Aqua and AADC are already reputable in Indonesia, as a brand and as a cult classic movie, respectively.
For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
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