Insurance company Youi has launched the fifth episode of its Who’s in the Car? video series, featuring England cricket legend Kevin ‘KP’ Pietersen.
In this episode, stand-up comedian Katie Burch asks KP the cheeky and entertaining questions of that others won’t.
The episode also takes an unexpected twist as, unbeknown to KP, Aussie bowler and arch nemesis 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 he took his wicket.
This content continues the strategic collaboration between Google and Emotive (which was named Emerging Agency of the Year at last year’s B&T Awards, created to help brands become more effective end-to-end video content publishers.
Fabrizia Roberto, head of marketing at Youi, said: “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.”
Jamie Crick, social media director at 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 eight million times between them. Importantly, audiences are engaging more and more with each episode.”
The Who’s in the Car? web series launched in May 2017, with the first episode featuring NRL stars the Burgess brothers, the second episode featuring The Veronicas, the third episode featuring TV and radio presenter Osher Günsberg, and the fourth episode featuring NRL legend Wendell Sailor being pranked by Ryan Girdler.
Client: Youi (Hugo Schreuder, Bryan Cawood and Fabrizia Roberto)
Creative, production and amplification: Emotive
Founder and strategy lead: Simon Joyce
Business director: Alison Mitchell
Social media director: Jamie Crick
Creative directors: Andrew Cameron and Henry Stafford
Director: Henry Stafford
Writers: Nathan Burley and Katie Burch
Senior producer and production manager: Justine Moyle
Director of production: Jefferson Grainger
Sound design: XO Sound
Editor: Spencer Austad