This month, Xiaomi is the brand that has achieved the biggest uplift in its ad awareness in Hong Kong.

The tech brand – which has previously been dubbed as the ‘Apple of the East’ – originates from China but has recently seen a global push into other markets including Europe.

Recently, the brand’s advertising has centred on its new MIX 2S phone, which is essentially an upgraded and more high-tech version of the MIX 2. The new phone features wireless charging, dual 12 mega pixel cameras, a Qualcomm Snapdragon 845 processor and 6GB RAM.

YouGov BrandIndex data shows that adverts for the brand are being noticed. Xiaomi’s Ad Awareness score (whether someone has seen an advert for the brand in the past two weeks) has risen by 16 points, from +10 in the lead up to the May 4th launch to +26 at its recent peak.

The adverts have seen Xiaomi’s Purchase Consideration score (whether someone will consider purchasing from the brand when they are next in the market for a tech product) increase as a result, going from +7 to +14 in the same time frame as above.

The brand can be pleased that advertising efforts surrounding the launch of the MIX 2S have had the desired effect, and that those in Hong Kong are certainly taking notice of the brand’s marketing.