The target market of Youi is very interesting with a lot of billboards around highly concentrated areas of youth. For example Monash University in Melbourne is surrounded by towering ads and the tag line "Smarter Car Insurance That Saves You Money" appeals to people in this age bracket. But for me, the biggest give away that they want the youth dollar is where they are not advertising...Yahoo! Traditionally an older demographic, Youi's enormous adspend couldn't stretch across to Australia's second largest search engine.
The branding has been very strong, a common trait in the insurance industry. They position their 'pencil neck geek' up the front of each ad. I say pencil neck unfairly here, as we all know that Jason from RACV is their born leader, but this guy is only a fancy suit more appealing than that. The overall effect however is very strong and the 'caring & money saving' brand traits are well portrayed.
By far the strongest part of their structure is their website. The picture above shows the first signs you'll see, a brilliant closeup of a man who desperately needs more iron in his diet. He talks to you, introduces the product and then sits down to read a book, looking up every now and then reminding you to click on the buttons.
Josh Strawczynski's Opinion:
I was looking for car insurance myself recently and Youi really grabbed my attention. I already had a high brand awareness and when I found my way to the site, I was very pleased with the ease of use and attractive interface. The only criticism was that the final form to fill in was not as easy as just car insurance, but it is a very solid effort.
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