Amazon.ae's launch campaign strikes a chord with UAE residents
Source: YouGov , Author: Posted by BI-ME staff
Posted: Tue June 11, 2019 2:03 pm

UAE. Amazon.ae has achieved the largest rise in its Ad Awareness in the UAE in the month of May. The uplift coincides with Amazon and Souq announcing the launch of Amazon.ae at the beginning of May.

In 2017 Amazon acquired the online marketplace Souq and now the e-Commerce giant is growing the Amazon name in the Middle East with the rebrand: Souq is now Amazon.

The current digital adverts focus on informing consumers of the new website "Your SOUQ is now Amazon.ae", as well as highlighting the brand's offerings such as wide selections and guarantees. Arabic language, as well as international and local payment options have also been introduced to enhance the customer's overall shopping experience.

YouGov BrandIndex data shows that the launch campaign for Amazon.ae is certainly having the desired effect in terms of cut-through, with the brand's Ad Awareness score (whether someone has seen an advert for the brand in the past few weeks) increasing by +13.9 points, from 17.1 on the 2nd May to 31.0 on the 31st.

The launch of Amazon.ae has also seen other Brand Index metrics rise as well. The Word of Mouth metric has increased by +7.2 points (from 15.7 on the 2nd May to 22.9 on the 31st), while Buzz for Amazon.ae has seen a 4.6 point uplift over the same time period.

The impact of the rebrand on Consideration and subsequent Purchase Intent remains to be seen and will be continue to be tracked in BrandIndex.

Inset photo: For illustration purpose only

About BrandIndex
BrandIndex is the authoritative measure of brand perception. Unlike any other brand intelligence service, it continuously measures public perception of thousands of brands across dozens of sectors. We interview thousands of consumers every day, yielding over 2.5 million interviews a year. BrandIndex operates at national and international levels, allowing you to track brand perception in just one country, compare across multiple countries or monitor a global picture. More about BrandIndex

About YouGov
YouGov is an international data and analytics group. Our core offering of opinion data is derived from our highly participative panel of 5 million people worldwide. We combine this continuous stream of data with our deep research expertise and broad industry experience into a systematic research and marketing platform.

Our suite of syndicated, proprietary data products include YouGov BrandIndex, the daily brand perception tracker, and market-leading YouGov Omnibus which provides a fast and cost-effective service for obtaining answers to research questions from both national and selected samples. With 31 offices in 21 countries and panel members in 38 countries, YouGov has one of the world's top ten international market research networks. For further information visit mena.yougov.com.

 

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