September 22nd, 2023, Samuel Tan
Octopus has registered the biggest increase in advertising awareness in Hong Kong for the month of August, 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 electronic payment system saw an uplift of 6.7 percentage points over the four-week period.
Octopus recently partnered with various food and beverage brands across the city – including Café de Coral, McDonald's, Starbucks, TamJai and Flash Coffee – to distribute one million e-coupons via the Octopus App, which can be used to offset purchases at these merchant outlets.
According to data from YouGov BrandIndex, Octopus’ Ad Awareness score rose from a low of 24.4 on 29 July to a high of 31.1 by 25 August. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.
Additionally, consumer electronics brand Apple recorded a 5.9-point jump in Ad Awareness from 16.9 on 26 July to 22.8 by 22 August, while DFI Retail Group’s yuu customer rewards app saw its Ad Awareness climb 5.9 percentage points from 37 on 7 August to 42.9 by 25 August.
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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 surveys of adults aged 18 years and above residing in Hong Kong from 26 July to 25 August 2023. 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.