According to YouGov's BrandIndex
, young adults are responding exactly like Apple hoped they would when it changed the television ad campaign for the Apple iPhone 4S
. While the focus remained on Siri, instead of using everyday people in everyday situations
, the Apple iPhone 4S is now in the hands of celebrities like movie stars Samuel L. Jackson
and John Malkovich
as well as television star Zooey Deschanel. Siri remains the focus of the new ads.
"The recent improvement
in consumer perception has pushed iPhone ahead of Android and distanced itself even more from the rest of the mobile device sector. While both men and women were behind the perception lift, men registered the strongest push for the iPhone."-BrandIndex's
When the new campaign began on April 19th, Android's BrandIndex
score among those 18-34 years old(which is a net number subtracting negative feedback from positive) was 26 compared to 16 for the Apple iPhone. Five days later, the Apple iPhone scored 30 vs. 29 for Android and an average 15 score for mobile devices. The numbers represent YouGov's BrandIndex
Buzz Score. Those queried were asked, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" The results were culled from the 5,000 people asked daily
for those in the 18-34 age bracket. The mobile device sector includes BlackBerry, HTC, Motorola,
Nokia and Samsung
Zooey speaks to Siri in new ad
Prior to the airing of the new campaign, women had a score of 35 for the iPhone to the men's tally of 18. In the beginning of May, the men's score picked up while the ladies saw their positive feedback for the brand decline. That soon reversed. But by May 10th, both sexes seemed to feel very positive toward the Apple iPhone as the men's tally was 56 against a score of 54 for the women.
The Apple iPhone's BrandIndex
buzz score peaked with a tally of 51
. At the same time, Android scored 27 and the average mobile device score was 18. By May 10th, Apple's smartphone scored 37 and is now 38. Android bottomed out on the 10th at 21 and is currently back to 27 while the average mobile device score is 15.
The changes in perception of the Apple iPhone 4S following the new ad campaign