Content agency Emotive, with the help of YouTube, has launched a funny new branded web series for Youi Insurance hosted by stand-up comedian Katie Burch.

The series, titled Who’s in the Car?, features Bursh picking up celebrity guests and getting to know them better by asking ‘tough’ questions in her car.

The first video of the series features NRL player Sam Burgess and his twin brothers Tom and George. Squeezed into Burch’s tiny car, the three lads find themselves answering the questions that other interviewers dare not ask.

The video series will roll out monthly, with the second and third espisodes featuring media personality Osher Günsberg and music duo The Veronicas respectively . All episodes will be available via Youi’s YouTube channel.

Simon Joyce, CEO at Emotive, said: “Working in partnership with Youi and YouTube, we developed an always-on content solution that perfectly complements Youi’s more rational product advertising.

“The objective was to create entertaining content that the target audience chooses to consume, whilst deeply aligning with the brand. In this case, we were able to dramatise Youi’s key strength of knowing their customers better in order to save on insurance premiums, resulting in three hilarious and unexpected interviews.”

Hugo Schreuder, group CMO at Youi Insurance, said: “This initiative is our first foray into content marketing. We want to entertain and emotionally connect with our core audience using a different approach.

“By juxtaposing Katie’s kinetic energy with awkward and fun interview questions, we have developed an entertaining video format with a narrative that reinforces our core brand proposition.”

The content marketing program also represents the launch of a strategic collaboration between Google and Emotive to help brands become more effective end-to-end video content publishers.

Google Australia’s Lisa Bora said the combined approach with Youi and Emotive builds on audience insights and ensures the development of content that viewers want to engage with.

“Content partnerships done well capture audience attention and encourage viewers to build an ongoing relationship with the brand,” she said.