July 10th, 2018, Prasenjit Karmakar
YouGov BrandIndex shows Al Ansari Exchange had the strongest improvement in Ad Awareness among UAE residents
Al Ansari Exchange is the brand that has achieved the biggest uplift in its Ad Awareness in the UAE in June.
Al Ansari Exchange is a foreign exchange and worldwide money transfer company, and in June it rolled out the fifth edition of its much anticipated Al Ansari Exchange Rewards.
For this, the brand runs a ‘Grand Summer Promotion’, which this year launched at the end of May, with the promotion dates reaching from 1st June to 31st July.
The ad campaign for the summer promotion focuses on the prizes that are up for grabs, which include AED 1 million in cash and a brand new car. To be eligible customers must make transactions with the company – including but not limited to foreign currency exchange and air ticket and holiday package payments.
The campaign is being pushed and featured on out of home and digital platforms, and appears to have been received well by the UAE public.
Ad Awareness (whether someone has seen an advert for the brand) has risen by 11 points, from +28 at the end of May to +39 on the 26th June.
Among those who would already consider using the brand, Ad Awareness has achieved particular cut through, rising from +54 to +76 in the first two weeks of June.
Not only are people noticing the ad, but it has got people talking too. Al Ansari Exchange’s Word of Mouth score (whether you have talked about a brand with friends of family) has leapt from +24 at the end of May to +37 on June 26th.
Whether or not the campaign helps the brand to achieve its strategic aims remains to be seen, but the campaign has certainly elevated the company’s profile at the very least.
Scott Booth, YouGov’s Head of Data Products in MENA said, “YouGov BrandIndex shows the tremendous impact a major promotional campaign can have, even on a mainstay brand in the market like Al Ansari Exchange. With our daily sampling in the UAE we are able to see the impact of the campaign unfold, including any impact on perception and consideration of the brand.”