Ad of the Month UK: Apple iPhone

Amelia BrophyHead of Data Products, UK
November 03, 2020, 3:02 PM UTC

This month, Apple iPhone achieved the biggest uplift in its Ad Awareness score with a +11.1 point improvement

October’s UK Ad of the Month is Apple’s campaign for the launch of the iPhone 12.

The brand launched its latest handset during a reveal event on the 13th of October with a YouTube livestream that has had 54 million views. The “Meet iPhone 12” advert was released on the same day showcasing the phone’s 5G capabilities, camera functions, and ‘MagSafe’ accessories.

Following the reveal event, Apple iPhone saw a big uptick in its Ad Awareness score that measures whether someone has seen or heard an advert by the company in the past two weeks.

At the start of October the brand’s score was 18.4 but finished on 29.5 – an 11 point increase over the course of the month.

News of the latest handset has also generated positive noise for the brand. Its Buzz score (a net measure of whether consumers have heard anything positive or negative about the brand in the last fortnight) rose by 6.1 points between the 1st and 31st of October. Among adults who are already own an Apple iPhone, the effect on the brand’s Buzz score was even more dramatic, rising 8.5 points across the month among this group.

Apple iPhone has also seen a 3.8-point increase in its Word of Mouth score (whether someone has talked about the brand with friends and family in the last two weeks).

Its not all talk and Buzz however, with other BrandIndex metrics showing that, following the ad campaign, Britons looking for a new smartphone are more likely to consider Apple iPhone as well as list it as their first-choice brand.

Among those looking to replace their smartphone in the next six months, Apple’s Consideration score (whether someone would consider purchasing from the brand in future) rose by 9.3 points to a peak of 50.9 in the final days of October. Its Purchase Intent score (whether a brand is someone’s first choice to purchase from) also rose 9.2 points in the same time frame among those looking to upgrade their handset in the next six months.

Learn more about YouGov BrandIndex here