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When South Africa's leading insurance company, OUTsurance, decided to expand to Australia, it initiated a launch strategy with a difference. Australians bought car insurance purely out of necessity, seeing only a minimal difference between brands. OUTsurance changed its name to Youi and started targeting the individual, both with specific policies and with its marketing.
Personalizing insurance meant defining risk more accurately and allowed Youi to identify new low-risk segments that weren't previously recognized or targeted by insurers, such as "white-collar commuters" who catch public transport to the city for work. The media strategy was tailored accordingly to the various groups.
For commuters, for example, Youi targeted train and bus stations across Australia, quenching travelers' thirst on summer mornings with complimentary bottles of water (with a tailored call-to-action). To reach the audience that are mostly at home, Youi ran weekday daytime TV creative that included scenarios covering the different reasons this segment may be at home, such as retirement or working from home offices.
The campaign was so effective that in the fourth month of operation, Youi had to postpone media to cope with overwhelming response. Youi is now the most-recalled brand in Australia among people who are considering buying insurance, ranking ahead of well-established brands such as NRMA, GIO, AAMI and Allianz.
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