The Challenge: How can you inject emotion into a utility brand whilst elevating the core brand proposition ‘We get to know you better’?
It’s the small details of someone’s life that can be the most interesting.
Emotive Idea
Dramatise the act of getting to know someone better via well known celebrities to remind the audience of the Youi difference.
Content to Commerce
The WITC series consisted of 8 episodes. Each episode within the series comprised of platform specific edits for each stage of the purchase funnel, from awareness to consideration to acquisition. YouTube was a key channel, alongside Facebook, Instagram and Youi owned channels.
The Results
Average view time of 2:15 sec on YouTube
98% positive sentiment across the series.
Think with Google
Hero
60 Second Iteration 1
60 Second Iteration 2
Acquisition Iteration 1
Acquisition Iteration 2
Credits
- Youi Insurance: Hugo Schreuder, Bryan Cawood, Lukas Temple and Fabrizia Roberto
- Creative, Production & Amplification: Emotive
- CEO/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