Domino’s Pizza’s new digital adverts around having a safe Eid and introducing their new delivery rates have helped the brand achieve greatest uplift in Ad Awareness in Saudi Arabia in the month of June. Whilst most brands were coming off the back of their Ramadan campaigns and so saw declines in their Ad awareness scores during the course of June, Domino’s had three ads running, two of which carried the tagline “Calamity-free Eid” and the third which promoted their new delivery promotion prices of 11, 22, and 33 SR for small, medium and large pizzas, respectively.
Results from BrandIndex, YouGov’s daily brand tracker, show that these campaigns which ran in June 2019 had the desired effect in terms of cut-through. The brand’s Ad Awareness (whether someone has seen an advert for the brand in the past few weeks) rose from 13.8 in early June to +20.8 by the 28th June – an uplift of 7.0 points during June.
In terms of changing behaviour, Consideration for the brand has remained relatively stable in June but Purchase intent (which brand they are most likely to purchase from the next time respondents are buying food or drinks) saw an uplift up from 2.5 to 3.4 at its peak but finishing the month on 3.0. This indicates that the advertising helped Domino’s Pizza shift brand preference in the Kingdom throughout June. With BrandIndex, we can continue to track whether this trend continues for the foreseeable future.
Head of Data Products- MENA
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.
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.
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© Press Release 2019