YOUI Promo, Case study YOU INSURED by UM

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Industry Insurance
Media Promo & PR, Case study
Market Australia
Agency UM
Released February 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: YOUI
Product/Service: CAR INSURANCE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Managing Director: Travis Johnson
Account Manager: Tristan Burrell
Media Buyer: Hester Cutrone
Digital Planner: Andy Ryu
Account Executive: Michelle Lin
Chief Executive Officer: Hugo Schreuder (Youi)
Brand Strategist: Bryan Caywood (Youi)
Marketing Director: Brendon Dyer (Youi)
Marketing Assistant: Clare Hughes (Youi)
Media placement: TV - Free To Air TV - 01/03/2009
Media placement: Radio - Breakfast Radio - 01/03/2009
Media placement: Outdoor - Large Format - Metro - 01/03/2009
Media placement: Outdoor - Buses - Metro - 01/03/2009
Media placement: Outdoor - Ferries - Metro - 01/03/2009
Media placement: Outdoor - Mobile Billboards - Metro Targeting Carparks - 01/03/2009
Media placement: Newspapers - Commuter Press - 01/03/2009
Media placement: Ambient - Water Bottles - 01/03/2009
Media placement: Digital Screens - In Building Lifts And Foyers - 01/03/2009

Results and Effectiveness
Being an insurance company, we cannot give you the exact business results – but here is what we can tell you: • Youi exceeded aggressive quote targets by 20% • In the fourth month of operation, media had to be postponed to cope with overwhelming response • Starting with 5 staff to manage incoming enquiries, Youi now employs over 200 • And as of December 2009, Youi became the most recalled insurance brand in Australia (Australian Financial Review, 14/12/2009) With what equates to a budget of roughly 5% of total category spend, Youi “exceeded every launch marketing goal set” (Hugo Schreuder CEO, Youi).

Creative Execution
It was incredibly easy to talk to our target audiences. Since they were all behavioural based, we simply caught them in the acts that defined them! This gave us the freedom to be bold and simple in our communication. For commuters, we re-branded the entire Sydney Ferry Fleet as “Youi Savings Zones”, in addition to train station take-overs where we handed out Youi branded water bottles in addition to cross-track posters, commuter press and bus interiors. Daytime television offered virtually no wastage in reaching our ‘mostly home’ target audience. In fact, anyone who saw our ‘mostly home’ TVCs was part of our audience. We also took our message into unchartered territory. Using mobile billboards, we were able to cherry-pick the most lucrative Australian car parks with the support of ‘Youi crews’ who spoke directly to consumers while handing out branded water bottles (communication that stayed with them all day!).

Insights, Strategy & the Idea
The South African and Australian insurance landscapes are vastly different. In SA, consumers usually buy insurance from brokers, whilst Australia has 20+ insurers selling direct to consumers; with many offering elaborate cashback schemes. Unfortunately, selling direct and using cashback incentives was what made OUTsurance unique in SA. So to help OUTsurance launch a brand in Australia, beyond a media strategy, we had to develop a local business strategy. Rather than taking an existing product and speaking to a predetermined audience, we identified new low-risk segments around which to build a product; moreover, these were not being targeted by insurance companies: • Commuters • Daytime ‘mostly home’ people • People who park in secure office car-parks These targets were very specific, but it was what Australians craved, they were frustrated with being grouped into age brackets within postcodes; it was time for tailor-made insurance. Oh, and we changed the name to ‘Youi’.