This month, low-cost airlines Scoot is the brand which has achieved the highest uplift in its Ad Awareness over the past month.
The rise coincides with the airline’s latest #GoYellow campaign, which allows consumers to ‘convert’ yellow items in exchange for discounts and coupons. The campaign was supported by a two-day event held at popular shopping precinct, Orchard Road.
Launched a month ago, the advertisement features a man dressed in yellow, toting yellow objects like bananas, rubber duckies and lemons. This is overlaid with yellow scenic backgrounds, proclaiming discounts off flights to Tokyo, Bali and Berlin. The video garnered over 100,000 views on Facebook, with 500 people RSVP-ing to the event.
YouGov BrandIndex data shows that Scoot’s ads have captured Singaporeans attention. Scoot’s Ad Awareness score (whether someone has seen an advert for the brand in the past two weeks) has risen from 33.2 to 42.7, jumping +9.5 points.
Singaporean consumers are not only noticing Scoot’s ads; the brand has also seen an increase in Value with their score on this metric jumping from 18.2 to 26.3. The increase of +8.1 points shows that more people now think of the brand as value-for-money.