August 4th, 2021, Aishwarya Dabhade
According to data from YouGov BrandIndex, which tracks the overall performance of brands across a range of consumer perceptions, no brand in UAE saw a higher rise in their Ad Awareness last month than the fuel and convenience retailer ADNOC Distribution.
The share of adults in UAE who saw an ADNOC ad in the previous two weeks increased by six points from 39% to 45% between June 27 to July 26.
ADNOC commenced the month with the #GoShopAndWin campaign, where customers had the chance to win prizes and rewards every time they shopped. Anyone who made a purchase from ADNOC Service Stations earned a raffle ticket and was entered into the prize draw.
The participants/purchasers had the chance to win new cars, cash, a 100g gold bar, iPhones and Etihad Airways Business Class tickets.
ADNOC’s Ad Awareness score was around 39% on June 27. After the launch of the #GoShopAndWin campaign, this metric rose six points by July 15, then hovering between 44% and 46% to finally settle at 45% on July 26.
The rise in ADNOC’s Ad Awareness score also coincides with its ongoing #ReachTheEnd initiative. In association with Reach The End (a fundraising initiative to end river blindness), the brand asked its customers to donate their #ADNOCRewards points towards an initiative to end the disease.
According to YouGov BrandIndex, ADNOC not only managed to record the biggest increase in Ad Awareness across the month; it also saw a four-point uplift in its net Recommendation score (a score that tracks how many of its customers are prepared to recommend a brand to friends or family) from 30 points on June 27th to 34 points on July 26th.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. ADNOC’s Ad Awareness score is based on the question: Which of the following Innovation, Utility and Government Services providers have you seen an advertisement for in the past two weeks? and delivered 45% score. Scores are based on an average daily sample size of 194 adults in UAE between June 27 to July 26. Figures are based on a 4-week moving average. Learn more about BrandIndex.