UK Ad of the Month – On the Beach

Amelia BrophyHead of Data Products, UK
January 06, 2020, 9:30 AM GMT+0

This month, On the Beach achieved the highest uplift in Ad Awareness of any brand in the UK.

With many brands releasing Christmas adverts in November, travel provider On the Beach takes the title as December 2019’s ad of the month.

YouGov BrandIndex data reveals the Ad Awareness score (whether someone has seen or heard an advert by a brand in the past two weeks) for On the Beach has improved by +6.8 percentage points following their advert’s release in mid-December giving the travel retailer a final score of 9.7.

The advert, featuring a young boy relaxing on the beach after a disastrous football game, reached the brands target audience well. Across the month, Ad Awareness scores among consumers who say that beach holidays are their preferred type of getaway rose six fold, with a final score of 14.5 compared 2.2 to the beginning of December.

The advert has boosted On the Beach’s Awareness Score (which asks if someone is aware of the brand or not) among fans of beach holidays, with a 11.3 percentage point increase giving the brand a score of 54.6 at the end of the month.

On the Beach’s Consideration Score (which asks whether someone would consider purchasing from the brand) also rose following the adverts release – and importantly rose more among those looking to book a holiday for 2020.

Among all consumers, On the Beach’s Consideration score rose to 9.2, up from 7.1 at the start of the month. Among those who say they are likely or very likely to use a travel service in the next twelve months, the consideration score rose to 14.7 at the end of the month, a 50% increase on the start of the month.

Image: Getty

This article previously appeared in WARC

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