Youi has always been about getting to know people better, by asking more questions and taking the time to listen. Unlike other insurers, we don’t make assumptions. But we needed to let more Australians know about our unique, personalised approach.
So that’s exactly the position we decided to base our first 2020 brand campaign around – not making assumptions. And seeing people as individuals. Individuals like Lovemore, Arielle, Khadeja, Eleni, and Lucy.
Using an uncluttered execution style, and really heroing our talent in studio, we put the challenge out for people to make some assumptions about the individual before them on screen. Then we presented the (often unexpected) truth.
By demonstrating the assumptions people often make – and sometimes the prejudices they carry – we highlighted Youi’s unique position around getting to know people better. Asking more questions and not making assumptions about them.
It’s all about providing insurance for individuals.
