Youi champions footy fans in new campaign, created in-house
National insurer Youi has launched a new platform in partnership with the AFL’s Brisbane Lions and the NRL, putting footy fans front and central.
As an official partner of the NRL since 2017, and partner of the Brisbane Lions’ AFL and AFLW teams since 2020, Youi identified an unmet need to acknowledge fans’ efforts at every level of the games.
Emphasising the brand’s recognition of the “true contributors to the game” – the fans – Youi’s new creative, delivered by its internal agency, hopes to solidify its position as a partner to the unsung heroes of the game.
“As the people’s champion, we wanted the platform to deliver something of real value to footy fans and tangibly demonstrate Youi’s connection to the game,” said Youi’s CMO, Angela Greenwood.
“This is just the beginning, and we’ll continue to walk the talk when it comes to celebrating, supporting and rewarding fans.”
Creative director at Youi, Matt Gilmour, added: “Brendan Fevola said it best when he pointed out the huge impact of empty stadiums during Covid, saying that ‘fans make the game’. I agree with Brendan, which is why I love this platform that’s all about what fans bring to footy.
“Our in-house team has brought this direction to life beautifully and I’m excited for Youi to keep showing up and doing things for all the fans throughout the season.”
The various spots feature friendly competition, familiar Saturday sport moments, and a giant banner – all relatable experiences to NRL and AFL fans.
“Youi spent the time to create such a unique platform, that truly resonates with, and celebrates fans,” said the NRL’s chief executive, Andrew Abdo. “Something we are proud to partner with Youi on.”
Chief executive officer of the Brisbane Lions, Greg Swann, added: “We have a great partnership with Youi, they’re an innovative brand always looking to work with our club, engage our fans and help our football community. Our club is made by fans, they’re who we play for week in week out and it’s great to see Youi align so well with the fabric of our club.”
Recognising grassroots sports and community clubs, Youi has also rolled out two major initiatives with the NRL and AFL.
The ‘Youi Community Hill and Canteen’ is a new space located at the Brisbane Lions’ homeground, Brighton Homes Arena, for fans to come together throughout the season. The canteen has to do raised nearly $40,000 for local clubs, with Youi matching every dollar, totally to approximately $80,000 raised in the 2023 AFLW season alone.
The ‘Youi Community Scrum’ is a bespoke community uplift program with regional NRL-loving communities, led by trained NRL staff and ambassadors across the Northern Rivers of NSW and outer Brisbane in QLD, to provide local clubs equipment and support after significant weather events in recent years.
The campaign is live across TV, broadcast partnerships, OOH, and audio. It will roll out over the NRL and AFL seasons, with campaign extensions and fan engagement experiences launching in due course.
Other assets:
Footy. Made by Fans | AFL Banner Poets
Credits:
Youi
Chief marketing officer – Angela Greenwood
Head of marketing, strategy, planning & insights – Dave Annesley
Brand & partnerships manager – Drew Reid
Partnerships coordinator – Darien Wilson
Senior marketing communications manager – Alexina Harris
Integrated communications manager – Danielle Sidney
Head of creative & production – James Bilaver
Creative director – Matt Gilmour
Copywriter – Trent Christie
Art director – Gemma Wicham
Campaign delivery lead – Simone Delaney
Campaign delivery manager – Jordie Smyth
Head of media – Marcel Hashimoto
Broadcast media lead – Craig Munks
Social & programmatic manager – Matt Mcdonald
Production partners
Director – Luke Shanahan
Producers – Clare Shervington and Helen Morahan
DOP – Alex Serafini
Editor – Stuart Morely
Designer – Cherith Crozier
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
AFL
Andrew Abdo
Angela Greenwood
Brisbane Lions
Campaign
footy
footy fans
Greg Swann
Matt Gilmour
NRL
Youi
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