Samuel Tan
Oct 8, 2024

September APAC advertiser of the month: Apple

Apple's marketing might for the new iPhone launch registered a substantial ad awareness spike in Singapore, edging out Huawei and Samsung's gain, according to a YouGov survey.

Photo: Screengrab of the latest iPhone 16
Photo: Screengrab of the latest iPhone 16

The arrival of Apple's first AI-enabled smartphone caused a surge in advertising awareness rates in Singapore, registering a 9.3 percentage point increase in just one month. YouGov BrandIndex data reveals a dramatic climb from 34.5% on August 27th to 43.7% by September 25th, indicating the launch event's powerful reach.

This surge shows that a substantially large segment of the Singaporean population saw the advertising for iPhone16 in the two week research period, highlighting the effectiveness of the brand's marketing blitz.


Apple wasn't the only tech giant to experience a boost. Huawei's ad awareness leapt from 5.8% to 14.5% between September 1st and September 25th, marking an 8.8 percentage point increase. The brand introduced a trifold phone during this period, attracting four million pre-orders.

Richard Yu, Huawei executive director reveals the price for the company’s trifold Mate XT smartphone on Sept 10, 2024.


Similarly, Samsung saw its ad awareness rise by 7.9 percentage points, increasing from 29.5% on August 30th to 37.4% by September 17th. The anticipation for Samsung's upcoming Galaxy Z Fold 6 (Special Edition) seems to have played a role in this uptick.

Methodology: 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 Singapore from 26 August to 25 September 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.

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Dentsu prioritises media in new growth plan ...

Dentsu has allocated $328 million to rebuild the business in 2025, with a further $295 million to be invested over the next three years.

1 day ago

Creative Minds: Sally Anderson is always asking ...

Meet Australian creative Sally Anderson who moved to Beijing over a decade ago to take on the challenge of shaping a new generation of brands.

1 day ago

OMG taps Dentsu exec for Malaysia CEO position

EXCLUSIVE: Winnie Chen-Head steps into Eileen Ooi's shoes, who was elevated to PHD APAC chief executive in September 2024. Chen-Head’s appointment is effective March 2025.

1 day ago

2025 salary benchmarks: Marketing, creative, comms

MCG Talent unveils its salary benchmarks for industry roles in Hong Kong and Singapore, with junior talent equipped with AI expertise expected to be given more opportunities this year.