April Advertiser of the Month (KSA): Al-Rajhi Bank

Al-Rajhi Bank registered the biggest increase in Advertising Awareness for April 2022 of all the brands YouGov tracks in the Kingdom of Saudi Arabia (KSA). According to data from YouGov BrandIndex, which tracks daily perceptions toward various brands, the bank experienced a rise from 47.2% on March 26 to 53.4% on April 25, achieving a peak of 55.8% on April 19, making it the of Advertiser of the Month.

The rise in Ad Awareness may partially be attributed to the campaign associated with the launch of the new and improved Al Rajhi app. Earlier last month the bank released a video announcing the new app. The bank claims that the app will provide customised personal banking solutions that are fast and easy to operate. Apart from the variety of services, customers can also shop via the Al Rajhi app eMarket and get personal financing without having to visit the bank.

BrandIndex data reveals that Al-Rajhi bank also saw a rise in Satisfaction, which tracks if customers are satisfied or dissatisfied with the bank. Its score rose from 27.1% on March 26 to 37.2% on April 25 (+10.1 points). Whether Al-Rajhi can maintain the high Satisfaction after the launch will remain to be seen. We will continue to monitor it via our daily brand perception tracking study that is BrandIndex.

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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of adult residents of the Kingdom of Saudi Arabia aged 18+ between March 26 and April 25, 2022. Learn more about BrandIndex.