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Case Studyon
Youi
Youi sought to increase their customer base with a new brand proposition: ‘Insurance that’s a bit more you-shaped’.
The campaign objective
Amid the cost-of-living pressures and rising insurance premiums, Youi aimed to increase their customer base with a new brand proposition: ‘Insurance that’s a bit more you-shaped.’
Campaign timing:
1 month
Category:
Insurance
Active Markets:
National
Target Audience
People 25+
The oOh! Solution
We created a high-impact Out of Home campaign to support Youi’s repositioning as Australians looked at the cost of insurance policies.
- Large Format: Our media plan utilised key sites along major arterials in each major metro market to maximise impact and brand fame.
- Small Format: Strategically placed advertisements at key points in shopping centres to reinforce the message with highly engaged audiences.
What did the brand uplift data tell us?
Youi achieved impressive results, increasing both their customer base and new customers to the brand, outperforming the insurance category. Interestingly, half of all buyers were aged 35-54 and skewed to higher affluent males.
Key Insights:
Recommendations to Drive Sales & Penetration
The results indicate an opportunity to grow market share by engaging younger, less affluent audiences and the 65+ demographic.
- Optimising to a buyer demographic would increase high-value audience reach and unlock more reporting metrics.
- Extend into more Out of Home environments, including Retail after a successful test, and Street Furniture, to maximise reach and drive synergies.
- Introduce a blend of classic and digital assets (versus digital only) to increase reach and share of time.
