For a second consecutive year, Global Village has achieved the greatest uplift in Ad Awareness in the month of October. After closing one month earlier than planned back in March due to the global pandemic, Global Village is coming in strong celebrating their 25th season.
The opening of one of Dubai’s most-visited entertainment venues has created enormous amounts of excitement in the market, with plans to offer more than 40,000 events, shows and activities. Ads on Global Village’s opening on the 25th of October covered social media outlets, print and out-of-home. YouGov BrandIndex data shows a +12.4 uplift in Ad Awareness, whether someone has seen an ad for the brand in the past two weeks, this past month. Global Village scored 26.2 in Ad Awareness at the beginning of October and closed the month with an impressive uplift at 38.5 in the same metric.
This uplift in Ad Awareness also coincides with Global Village’s announcement of their plan to break 25 different Guinness World Record titles as part of the celebration of their 25thseason. This multicultural destination in the UAE already broke their first Guinness World Record on the 30th of October, hosting the biggest virtual rock concert in history. The campaign around this news not only increased Ad Awareness but also generated plenty of chatter around the brand. YouGov BrandIndex data also tracks whether or not a respondent has talked about a brand with friends or family in the last two weeks, and Word of Mouth saw a +5.9 increase, going from a 32.5 score at the beginning of October to a 38.3 by the end of the same month.
Do you want to see the future? Sign up for Campaign’s Marcomms360 Predictions 2021 virtual conference on December 14&15. Registration is free.
Looking at October 2020 BrandIndex data, Global Village currently ranks first in overall Brand Health in the Leisure & Entertainment sector scoring 44.6, setting them at a 15.2 advantage from the brand ranked 2nd in the same sector.
As their 25th season continues and Global Village keeps breaking Guinness World Records, YouGov data will keep tracking their brand perception on a daily basis and see how their success unfolds.
Sources:
https://mediaoffice.ae/en/news/2020/October/31-10/Global-Village-breaks-the-first-of-25
https://www.khaleejtimes.com/news/global-village-breaks-first-of-25-lined-up-world-record-attempts
https://www.facebook.com/GlobalVillageAE
https://www.instagram.com/globalvillageuae/?hl=en