Today sees the launch of the fifth episode of content series ‘Who’s in the Car?’ for Youi Insurance, featuring cricket legends Kevin ‘KP’ Pietersen and his arch nemesis Peter Siddle.
In this episode we see stand-up comedian Katie Burch asking the cheeky and entertaining questions of KP that others won’t. “So why didn’t you ever try and play for Australia? Were you not good enough?” asks Katie.
The episode takes an unexpected twist as, unbeknown to KP, Peter Siddle is waiting at the side of the road with a giant life-size bunny*, ready to shake things up in the car and remind KP of all the times Peter took his wicket. “Do you remember all the times you got KP out?”, asks Katie to Peter. “Yes, I usually carry around a list. It’s got 10 points on it.” says Peter.
“The who’s in the car series keeps delivering for us, the previous episode with Wendell Sailor and Ryan Girdler achieved extremely high view through rates and average viewed durations. We think this latest episode will be enjoyed by many cricket followers. We love working with the teams at Emotive and Google as their unique approach is allowing us to keep improving the video content series based on data and insights from previous episodes” said Fabrizia Roberto, Head of Marketing at Youi Insurance.
This always-on content marketing program continues the strategic collaboration between Google and Emotive, created to help brands become more effective end-to-end video content publishers.
Jamie Crick, Social Media Director, Emotive, said “Our core objective is to create entertaining content that the intended audience chooses to consume. The first four episodes have had outstanding success against this objective, being watched 8 million times between them. Importantly, audiences are engaging more and more with each episode.
Episode 5 featuring Kevin Pietersen & Peter Siddle launches nationally today.
*Note: In cricket, ‘bunny’ is used to describe a player who often gets out to one bowler. Pietersen was Siddle’s bunny.
Youi Insurance: Hugo Schreuder, Bryan Cawood and Fabrizia Roberto
Creative, Production & Amplification: Emotive
Founder/Strategy Lead: Simon Joyce
Business Director: Alison Mitchell
Social Media Director: Jamie Crick
Creative Directors: Andrew Cameron & Henry Stafford
Director: Henry Stafford
Writers: Nathan Burley & Katie Burch
Senior Producer & Production Manager: Justine Moyle
DOP: Jefferson Grainger
Sound Design: XO Sound
Editor: Spencer Austad