Egypt’s June Advertiser of the Month – Mashreq Bank, Halwani & Pepsi

Mashreq Bank saw the largest growth this month in terms of Ad Awareness in Egypt, followed by Halwani at number two and Pepsi in third place. According to YouGov BrandIndex data, which tracks brand perception on a daily basis, these three brands saw the highest increase in Ad Awareness during June.

The Ad Awareness question asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs lowest) for the month determines our Advertisers of the Month.

Mashreq Bank topped the list for Ad Awareness growth in Egypt, after launching the Mashreq NEO Visa Card with the endorsement of football star Mohamed Salah. The campaign aimed to attract youths and underbanked segments with digital banking experience. According to YouGov BrandIndex, the bank's Ad Awareness score increased by 6.6 percentage points from 8.9% on May 26 to 15.6% on June 20.

On second place is Halwani which had an increase of 5.7 percentage points in Ad Awareness from 15.7% on May 26 to 21.4% on June 16.

Ranking third on our list is Pepsi which had an increase of 5.3 percentage points in Ad Awareness from 50.8% on May 26 to 56% on June 18, 2024.

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?” Data from surveys of adults aged 18 years and above residing in Egypt from 26 May to 20 June 2024. 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.