Today sees the launch of the fourth episode of the web series titled ‘Who’s in the Car?’ for Youi Insurance, featuring NRL legends Wendell Sailor and Ryan Girdler.
In this episode we see stand-up comedian Katie Burch asking all the entertaining questions of Wendell Sailor that others won’t, with an unexpected twist. Unbeknown to Wendell, Ryan Girdler is actually feeding questions into Katie that only an ex-teammate would know. “So let’s talk about your career… you’re a pretty good wingman? Aren’t wingers just muscly touch judges?”, asks Katie.
Hugo Schreuder, Youi Group Chief Marketing Officer launched this new episode and the brands commitment to the format at Tuesday night’s YouTube Brandcast event in Sydney saying: “The first 3 episodes had combined views of over 7 million, but the engagement with the content was the real highlight for the Youi Marketing team – average watch time was over 2 mins with 95% positive sentiment across the 3 episodes. These results reinforced our commitment to this format and we are so excited to launch episode 4 today and be back in production with more episodes to come.”
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.
Simon Joyce, CEO, Emotive, said “The series has been a cracking success to date and has perfectly complemented Youi’s more rational product advertising. The objective was to create entertaining content that the target audience chooses to consume, by dramatizing Youi’s key strength of knowing their customers better in order to save on insurance premiums. The watch time and engagement rates speak for themselves and we are really excited about releasing this episode.”
Episode 4 featuring Wendell Sailor and Ryan Girdler launches nationally today.
Youi Insurance: Hugo Schreuder, Bryan Cawood, Fabrizia Roberto
Creative, Production & Amplification: Emotive
Founder/Strategy Lead: Simon Joyce
Creative Director: Andrew Cameron
Director: Henry Stafford
Senior Producer & Production Manager: Justine Moyle
DOP: Jefferson Grainger
Editor: Sam Gadsden
Activations Director: Alison Mitchell