October advertiser of the month: 7-Eleven

7-Eleven saw the biggest jump in ad awareness in Thailand during October, according to YouGov BrandIndex. Its ad awareness score increased by 10.8 percentage points over a four-week period, rising from 56.5% on 28 September to 67.3% by 24 October.

The surge coincides with 7-Eleven Thailand's "Thai Charm Stamps, Everyone Loves..." campaign, a collaboration with the Tourism Authority of Thailand (TAT). Running from 24 August to 23 November, the campaign features Doraemon and friends in traditional Thai attire, promoting Thailand's cultural heritage and attractions across all 77 provinces. Customers receive stamps for every 80 baht spent (with some items offering more), redeemable for Doraemon merchandise, as cash equivalents, or as charitable donations.

Other brands also saw significant gains. Unilever's Clear experienced an 8.7-point increase, rising from 27.6% to 36.3% ad awareness between 30 September and 24 October. Scotch's ad awareness climbed 8.6 points, from 21.9% to 30.5% between 30 September and 21 October.

Methodology: YouGov BrandIndex collects daily data on thousands of brands globally. Ad awareness scores reflect the percentage of respondents who saw a brand's advertisement in the past two weeks, based on surveys of Thai adults aged 18+. Data for this report covers 26 September to 25 October 2024, using a four-week moving average. Changes in scores represent the difference between the highest and lowest daily scores within the period.