Youi is the Advertiser of the Month in Australia after registering a 5.5-point increase in its Ad Awareness score during October.
YouGov’s Advertiser of the Month highlights the brand that makes the biggest improvement in Ad Awareness – YouGov’s measure of how many consumers saw an ad for a brand – month-over-month.
The financial services brand has been running two prominent promotional campaigns of late. ‘Youi life changes’ positions the company as the insurance brand there for consumers during big life moments, such as buying a new vehicle or a home. One of the ads, ‘Youi will be there for you,’ has received over 4 million views on YouTube.
Youi, which is a partner of the National Rugby League (NRL), has also used the ‘life changes’ theme in clips with players Michael Morgan and Ben Hunt, who relive the emotions around the epic 2015 NRL final.
Another campaign, entitled ‘We’re onto it’, conveys the message that Youi handles all claims, big and small, with a sense of urgency.
Alongside improvements in Ad Awareness, Youi made progress in other key YouGov BrandIndex metrics too. Their Buzz score – a net score of whether consumers say they’ve heard something positive or negative about a brand – rose from 3.7 on September 26 to 8.3 on October 25.
Even the brand’s Consideration score, which tracks the percentage of consumers who say they will consider a certain brand when they are next in the market for a service, grew from 7.1 to 10.3.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Qantas’ Ad Awareness score is based on the question: Which of the following Travel and Leisure brands have you seen an advertisement for in the past two weeks? The score is delivered as a percentage. Scores are based on an average daily sample size of 966 Australian adults between September 26 to October 25. Figures are based on a 4-week moving average. Learn more about BrandIndex.