Hong Kong Advertiser of the Month: AXA

AXA has registered the biggest increase in advertising awareness in Hong Kong for the month of June 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 insurance provider saw an uplift of 8.5 percentage points over the four-week period.

In early June, AXA launched an integrated campaign to promote its WiseGuard Pro Medical Insurance Plan – via a series of programmatic digital ads, pre-roll YouTube ads and OOH banner ads – which featured local celebrity Sammi Cheng tackling common reasons why people choose not to sign up for medical insurance.

The insurance brand also extended coverage for its travel insurance policy holders, under its Free Protection for Inbound Travellers Programme, to include accidental death, injury and baggage loss while undergoing compulsory quarantine upon their return to Hong Kong, until the end of the year. Separately, AXA also launched a free online course on the impact of climate change “on health, society and economy” for all full-time university undergraduates in Hong Kong, available from 2 June till 16 September 2022.

According to data from YouGov BrandIndex, AXA’s Ad Awareness score rose from a low of 13.8 on 27 May to a high of 22.3 by 23 Jun. 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 McDonald’s also recorded a 7.4-point spike in Ad Awareness from 42.0 on 30 May to 49.4 by 23 Jun, while Dairy Farm’s loyalty rewards app yuu saw its Ad Awareness climb 6.5 percentage points from 50.7 on 27 May to 57.2 by 19 Jun.

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 surveys of adults aged 18 years and above residing in Hong Kong from 27 May to 23 June 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.