At Rapport, everything we do revolves around rewarding connections. A great example of this is Aldi, one of our clients, who have managed to not only enter YouGov’s BrandIndex 2014 Mid-Year Buzz Rankings but also scoop the top spot!
Aldi arrived in the UK in 1989 and since then they’ve come a long way, opening their 500th store in October last year. Having been named Supermarket of the Year by Which? in 2012 and 2013, the German company has definitely proven to be a worthy alternative to the likes of Tesco, Asda and Sainsbury’s – and the results are clearly visible in YouGov’s Mid-Year Buzz Rankings.
YouGov’s BrandIndex is generated by looking at consumers’ net sentiment across all media such as news and advertising, but also word of mouth. The element that allowed Aldi to gain public favour is undoubtedly the company’s ‘Swap & Save’ communications strategy, which YouGov believes has hit home with customers nationwide. The ‘Swap & Save’ campaign encourages customers to ‘spend a little and live a lot’ with Aldi, knowing that they can get the same quality of product as in other national supermarkets, but at a cheaper price.
In the top 10 across all categories, Aldi ranked 1st, topping Lidl, Waitrose and Sainsbury’s respectively in 4th, 5th and 10th position, and competing with major firms such as the BBC and John Lewis. It was pleasing to see another client of ours, Samsung, appear in the top 10, the fact that they remain in the top 10 – above the likes of Apple and Sony – indicates that their advertising strategy (which includes a significant amount of OOH) is working, and that the brand still remains in the hearts of consumers.
The Buzz rankings also cover a range of categories, from Airlines and Airports to Soft Drinks and Online Services, with a special section for Top Buzz Improvers. And it was pleasing to see so many of our clients feature. In the TV and Radio category, Sky Atlantic (1st) and Sky News (3rd) were both Top Buzz Improvers, while Travelodge was the 4th Top Buzz Improver in the Travel Agents, Hotels and Guides category. Another Top Buzz Improver was Esso, ranking 4th in the Petrol, Oil, Tyres & Garages category.
As an Out-of-Home media agency renowned for the strength of our relationships, we pride ourselves on creating the best OOH campaigns for our clients, delivering successful and valuable results.