Advertiser of the Month (Singapore): Samsung Z

Samsung Z is Singapore’s Advertiser of the Month after registering a 9-percentage point increase in its Ad Awareness scores on YouGov BrandIndex in September.

The rise in its Ad Awareness scores, which is a measure of the proportion of consumers who have viewed advertising from a brand in the last two weeks, comes on the back of two big Samsung Z-series launches in August; the Galaxy Fold 3 and the Galaxy Flip 3.

Both devices have attracted positive reviews from tech-focussed outlets and publications across the world. The Flip 3 has come in for special praise not only because it has been launched at a significant discount to its predecessor but also because of an upgrade in the overall quality of the device. Samsung launched the devices with a campaign called ‘Unfold your world’. The official advert for the campaign is one of the most-watched recent videos on the YouTube channel Samsung Singapore.

During the same period Samsung Z also registered a sharp spike in its Buzz score, which is a net score of whether consumers have heard positive or negative things about a brand. Its Buzz score rose from 4.1 on August 24 to 11.4 on September 23.

Perceptions of the brand’s Quality also witnessed sharp improvement as this metric – which is a net score of whether consumers believe a brand represents good or poor quality – rose to 11.6 from 6.2.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Samsung Z’s Ad Awareness score is based on the question: Which of the following mobile device brands have you seen an advertisement for in the past two weeks? The score is delivered as a percentage. Scores are based on an average daily sample size of 442 Singaporean adults between August 24 to September 23. Figures are based on a 4-week moving average. Learn more about BrandIndex.