Youi Insurance and Emotive have launched a branded web series, starring NRL legends Sam Burgess and comedian Katie Burch.
Youi Insurance is teaming up with a slew of celebrities for its first foray into content marketing.
The three part series kicks off with Sam Burgess and his two twin brothers, with the next episodes to star Bachelor host Osher Günsberg and pop stars The Veronicas.
“This initiative is our first foray into content marketing. We want to entertain and emotionally connect with our core audience using a different approach. By juxtaposing Katie’s kinetic energy with awkward and fun interview questions, we have developed an entertaining video format with a narrative that reinforces our core brand proposition," Youi Insurance CMO Hugo Schreuder says.
The content marketing program, hosted on YouTube, also represents the launch of a strategic collaboration between Google and Emotive.
“Working in partnership with Youi and YouTube, we developed an always-on content solution that perfectly complements Youi’s more rational product advertising," Emotive CEO Simon Joyce says.
"The objective was to create entertaining content that the target audience chooses to consume, whilst deeply aligning with the brand. In this case we were able to dramatise Youi’s key strength of knowing their customers better in order to save on insurance premiums, resulting in three hilarious and unexpected interviews.”
The partnership between Google and Emotive hopes to create more genuine content strategies between brands and the platform.
Lisa Bora from Google Australia said this combined approach with Youi and Emotive builds on audience insights and ensures the development of content that viewers want to engage with.
“Content partnerships done well capture audience attention and encourage viewers to build an ongoing relationship with the brand,” Bora says.
Credits:
Youi Insurance: Hugo Schreuder, Bryan Cawood, Fabrizia Roberto
Creative, Production & Amplification: Emotive
Creative Directors: Mark Harris & Andrew Cameron
Director: Christopher Leben
Senior Producers: Cara Logue & Justine Moyle
DOP: Dan Hartley-Allen
Editors: Uthayan Selvaraj & Sam Gadsden
