During October, entertainment venue Global Village achieved the highest uplift in Ad Awareness of any brand in the UAE.
For a second consecutive year, Global Village has achieved the greatest uplift in Ad Awareness in the month of October. After closing one month earlier than planned back in March due to the global pandemic, Global Village is coming in strong celebrating its 25th season.
The opening of one of Dubai’s most visited entertainment venues has created enormous amounts of excitement in the market, with plans to offer more than 40,000 events, shows and activities. Ads around Global Village’s opening on October 25, including information on social distancing measures and the release of an official song, covered social media outlets, print and out of home.
YouGov BrandIndex data shows a +12.4 uplift in Ad Awareness, whether someone has seen an ad for the brand in the past two weeks, this past month. Global Village scored 26.2 in Ad Awareness at the beginning of October and closed the month with an impressive uplift at 38.5 in the same metric.
This uplift in Ad Awareness also coincided with Global Village’s announcement of its plan to break 25 different Guinness World Record titles as part of the celebration of its 25th season. This multicultural destination in the UAE already broke its first Guinness World Record on October 30, hosting the biggest virtual rock concert in history.
The campaign around this news not only increased Ad Awareness, but also generated plenty of chatter around the brand. YouGov BrandIndex data also tracks whether or not a respondent has talked about a brand with friends or family in the last two weeks, and Word of Mouth saw a +5.9 increase, going from a 32.5 score at the beginning of October to a 38.3 by the end of the same month.
Looking at October 2020 BrandIndex data, Global Village currently ranks first in overall Brand Health in the Leisure & Entertainment sector scoring 44.6, setting it at a 15.2 advantage from the brand ranked second in the same sector.
As its 25th season continues and Global Village keeps breaking Guinness World Records, YouGov will keep tracking brand perception on a daily basis to see how its success unfolds.