Sophie Monk Steps Up For Latest Episode Of Youi’s Video Series Via Emotive

Sophie Monk Steps Up For Latest Episode Of Youi’s Video Series Via Emotive
SHARE
THIS



Today sees the launch of the sixth episode of content series Who’s in the Car? for Youi Insurance via Emotive, featuring Australia’s unofficial princess Sophie Monk.

In this episode, comedian Katie Burch gets to know her new BFF a whole lot better as Monk responds to interview questions with her much-loved self-deprecating style.

The episode takes a few unexpected twists along the way, from Monk taking over as the host and attempting to interview Burch, to Monk spruiking her upcoming show to the people at Bondi Beach through a megaphone.

Fabrizia Roberto, head of marketing at Youi, said the Who’s in the Car series is going from strength to strength.

“Sophie’s episode represents a change of pace, as we shift from sport to pop culture, ensuring we reach new audiences,” she said.

“Importantly, we are not only seeing positive brand results from this content-led approach through our paid media, but equally it is driving site visits and further engagement with our owned channels.”

Jamie Crick, social media director at Emotive, said: “Our consistent goal is to deliver genuine entertainment value for the audience so that they choose to consume the content while building the brand for Youi.

“The first five episodes have had outstanding success against this objective, being watched over nine million times between them.

“Importantly, as the series has established itself, we see audiences engaging more and more with each episode, building recognition of the format and anticipation for who will be the next guest in the car.”

CREDITS

Client: Youi Insurance

Head of marketing: Fabrizia Roberto

Group CMO: Hugo Schreuder

Brand strategist, creative director and film director: Bryan Cawood

General manager of customer engagement: Lukas Temple

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: Rumble

Editor: Benjamin Hargraves

 

Please login with linkedin to comment

Emotive Katie Burch sophie monk Who's in the Car? Youi Youi Insurance

Latest News

Val Morgan Outdoor Promotes Kristie Barnfather & Alex Anthony To Leadership Positions
  • Media

Val Morgan Outdoor Promotes Kristie Barnfather & Alex Anthony To Leadership Positions

In another step in the evolution of Val Morgan Outdoor (VMO), the NSW sales team has been consolidated into one team that now looks after all three business verticals – VMO Shop, VMO Active and VMO On-The-Go. To reflect the changes, VMO are proud to see two young team members progress into leadership positions. Both […]

Virtual Working Preferred, But Real-Life Socialising Favoured: Are Media Survey
  • Media

Virtual Working Preferred, But Real-Life Socialising Favoured: Are Media Survey

The shift to virtual working looks here to stay, but when it comes to the annual Christmas party, Australian women are putting health concerns aside to mark the festive season in person, Are Media’s latest HerPulse 6.0 consumer sentiment survey has revealed. Despite restrictions easing in many states, more than a third of women (35%) […]

This Is Flow Wins TPG Telecom’s Felix Mobile
  • Advertising

This Is Flow Wins TPG Telecom’s Felix Mobile

Sydney independent agency, This is Flow, has been appointed to handle all media strategy, planning and buying for Felix Mobile after a competitive pitch process. F elix is an exciting new brand born out of the newly merged TPG/Vodafone entity, TPG Telecom Limited. The merger of TPG and Vodafone in June this year created the […]

How Retail Marketers Can Prepare For The November Sales Season
  • Opinion

How Retail Marketers Can Prepare For The November Sales Season

In this opinion piece, Shopify Plus APAC Director Shaun Broughton focuses on actions marketers can take to better understand their customer base and leverage learnings from success stories like Peter Sheppard and Aje during the pandemic on how to pivot and demonstrate agility in this fast-paced market… November is going to be one of the […]

Opinion

by B&T Magazine

B&T Magazine
Mission Australia’s Christmas Fundraising Appeal Urges Community To Support Hidden Homeless
  • Campaigns

Mission Australia’s Christmas Fundraising Appeal Urges Community To Support Hidden Homeless

Mission Australia’s new Christmas appeal highlights the pressures faced by Australia’s hidden homeless, people who are pushed into homelessness through no fault of their own, with a core message that every Australian should have a safe home. The fundraising campaign asks the community to donate to Mission Australia so the charity can support vulnerable individuals […]

Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day
  • Advertising

Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day

Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]

Lions Live Set To Launch Second Young Lions Live Award Brief
  • Advertising

Lions Live Set To Launch Second Young Lions Live Award Brief

As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]

Pause Fest To Return In 2021 As Online Event
  • Media

Pause Fest To Return In 2021 As Online Event

Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]

Shutterstock Adds Editorial Video Service
  • Media

Shutterstock Adds Editorial Video Service

Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]

Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020
  • Technology

Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020

Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]