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.”
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