Best Demonstration of Results

TITLE: Youi Launch
AGENCY: Universal McCann
CLIENT: Youi

OBJECTIVES
Launching a new brand of car insurance into Australia, Youi sought to be one of the top four brands that consumers contact for a competitive quote within one year of launch. The budget for the campaign was equivalent to about 4% of the car insurance category spend.

CAMPAIGN
Armed with the insight that Australians want insurance tailored to their individual needs and circumstances rather than being bundled as a “demographic within a postcode”, Universal McCann identified three low-risk segments – “White Collar Commuters”, “Mostly Home” and “‘Safe’ White Collar Drivers”.

The media strategy saw commuters targeted in mX and branded bottled water was distributed in train station commuter car parks. Stay-at-home mums, workers and retirees were targeted at home on the internet and daytime TV, while white collar drivers were targeted in secure carparks near high-rise offices, on radio while driving and with roadside billboards.

RESULTS
Youi exceeded quote targets by 20.3%. Web traffic was used as an indictor for effectiveness, with Google Trends analysis showing that queries relating to Youi were at 4% of overall searches for the category by March 2009 – almost double BudgetDirect at 2.2% and over half of AAMI’s 7.9%. Hitwise reported that by March 2009 Youi had overtaken Real Insurance, SGIO and SGIC for web traffic and was comparable to GIO.

Judges' comments
The Youi Launch campaign was a simple idea, executed well in all facets from inception to completion. There were very clear strategic territories designed, which guided execution leading to an outstanding result given budget and zero-based starting point. A well-told story and a testament to the power of media agencies as business consultants.