Youi ask more questions than any other insurer. This unique approach allows the brand to delve deeper and understand their customers better. This is their core differentiator and identified strength that sets them apart from other insurance providers. Emotive were engaged to bring this proof point to life in a fun and entertaining way through video content.

Emotive’s creative idea was to dramatize the act of questioning and inject unexpected entertainment asking the questions that other’s don’t. The content would tap into the two emotional territories of hilarity and surprise.

From this, the hilariously outlandish series ‘Who’s in the Car?’ was born. Hosted by stand-up comedian Katie Burch, the web series features Katie picking up a celebrity guest and getting to know them better by asking ‘tough’ questions in her car. The result is a comedic, surprising and extremely entertaining interview series.

Platform intentionality was key to building out this content series, with each of the content pieces  tailored to their respective social platforms, and working in harmony to drive both brand awareness and acquisition.

This video series would roll out monthly via Youi’s owned social channels, the host & guest talent’s social channels and through publisher syndication.

The first video of the series features NRL legends Sam Burgess and his twin brothers Tom and George… all squeezed into Katie’s tiny car.

Episode 1: Burgess Brothers

Episode 2: The Veronicas.

Episode 3: Osher Gunsberg.

Episode 4: Wendell Sailor pranked by Ryan Girdler

Episode 5: Kevin Pietersen & Peter Siddle

Episode 6: Sophie Monk

Video Credits:
Youi Insurance: Hugo Schreuder, Bryan Cawood, Lukas Temple and Fabrizia Roberto
Creative, Production & Amplification: Emotive
Founder/Strategy Lead: Simon Joyce
Business Director: Alison Mitchell
Creative Directors: Mark Harris, Andrew Cameron & Henry Stafford
Directors: Christopher Leben & Henry Stafford
Senior Producers: Cara Logue & Justine Moyle
Writers: Nathan Burley, Katie Burch & Christopher Leben
DOPs: Dan Hartley-Allen & Jefferson Grainger
Editors: Uthayan Selvaraj, Sam Gadsden, Spencer Austad & Ben Hargraves
Sound Design: XO Sound
Social Amplification & Reporting: Jamie Crick & Emma Lee