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Youi Insurance launch web series ‘Who’s in the Car?’

Youi insurance is replicating the likes of comedian James Corden’s ‘Carpool Karaoke’ and Jerry Seinfield’s ‘Comedians in cars getting coffee’, with a new content series featuring celebrities.

Created by content agency Emotive, in collaboration with Google, the new branded web series ‘Who’s in the Car?’ is hosted by stand-up comedian Katie Burch, who picks up celebrity guests and asks them questions as she drives around in her car.

The first video of the series features NRL sports star Sam Burgess and his brothers, twins Tom Burgess and George Burgess.

Burch drives the three NRL players around in her car, asking them questions such as “Sam, I heard you tried to get into rugby union but you weren’t good enough. You sucked, they dropped you and they won like eighteen games. Is that right?” and “How important it is to have a neck as wide as your face?”

In a separate piece of content, the Burgess brothers are joined by official NRL referee Gerard Sutton.

The video series will roll out monthly, with Osher Gunsberg and The Veronicas to feature in the next couple of episodes.

According to Simon Joyce, CEO of Emotive, the series is an “always-on content solution” which “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,” he explained.

Hugo Schreuder, group chief marketing officer at Youi Insurance, said the new series was the brand’s “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 episodes will be available to watch via Youi’s YouTube channel.

Credits:

  • Youi Insurance: Hugo Schreuder, Bryan Cawood, Fabrizia Roberto
  • Creative, Production & Amplification: Emotive
  • Creative Directors: Mark Harris & Andrew Cameron
  • Director: Christopher Leben
  • Senior Producers: Cara Logue & Justine Moyle
  • DOP: Dan Hartley-Allen
  • Editors: Uthayan Selvaraj & Sam Gadsden
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