Youi makes one footy fan’s dream come true
Youi has selected diehard Lions supporter Scott Villiers to become a fan sponsor as part of its Footy Made by fans campaign.
The national insurance company created this unique platform to honour the important role footy enthusiasts play in making the game exciting. It features fans prominently in a creative partnership across TV, digital, OOH, and audio placements.
Villiers will receive access to a range of Youi’s usual gameday assets, as well as custom branding with his name. The new logotype will feature in place of Youi’s, only both the Lions’ matchday guernseys and throughout in-ground media and across Youi’s screens strategy as part of their Lions sponsorship.
The execution of the campaign was a collaborative effort, with M&C Saatchi Sport and Entertainment leading in content production and PR, Youi’s internal agency providing brand oversight and the Brisbane Lions supporting from a partnership perspective.
Youi Insurance chief marketing officer Angela Greenwood said: “Our Made by Fans platform is built on the idea that fans are the people that give footy its DNA, and what better way to truly recognise that influence than by giving a superfan like Scott an opportunity to represent Youi for this game.
“Handing over some of our sponsorship benefits has been an adventure in itself – asking the AFL for permission to change a guernsey mid-season is no easy feat – but it’s important to us that footy fans can see themselves represented on the big stage.”
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