Singapore Advertiser of the Month: ComfortDelGro

ComfortDelGro has registered the biggest increase in advertising awareness in Singapore for the month of May 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the land transport company saw an uplift of 9.2 percentage points over the four-week period.

The operator of Singapore’s largest taxi fleet launched its mobile app CDG Zig in late April, which combines its previous ride-hailing and lifestyle applications under a single platform. Besides booking and paying for taxi rides cashlessly, CDG Zig users can use the app to locate electronic vehicle (EV) chargers operated by ComfortDelGro, and make restaurant reservations, among other services.

According to data from YouGov BrandIndex, ComfortDelGro’s Ad Awareness score rose from 10.9 on 26 April to 20.1 by 23 May. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

Additionally, fast food chain KFC also recorded a three-point spike in Ad Awareness from 32.0 on 26 April to 35.0 by 23 May, while supermarket chain Sheng Siong saw its Ad Awareness climb 5.1 percentage points from 27.5 to 32.6.

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Methodology: YouGov 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?” (% Yes). Data from nationally-representative surveys of adults aged 18 years and above residing in Singapore from 26 April to 23 May 2022. Learn more about BrandIndex.