Sophie Monk stars in episode 6 of 'Who's in the Car' content series for Youi Insurance via Emotive

Emotive_Youi_SophieMonk_YouTube_Thumbnail.jpgToday sees the launch of the sixth episode of content series 'Who's in the Car?' for Youi Insurance, featuring Australia's unofficial princess, Sophie Monk.
In this episode comedian Katie Burch gets to know her new BFF a whole lot better as Sophie responds to interview questions with her much loved self-deprecating style. "So you're hosting a new show called Love Island. Do you think you are good at setting people up? What makes you qualified to play Cupid?" to which Sophie responds: "How many people have I dated? I mean, it doesn't work for me, but I am an experienced dater!"

The episode takes a few unexpected twists along the way, from Sophie taking over as the host and attempting to interview Katie, to Sophie spruiking her upcoming show to the people at Bondi Beach through a megaphone: "It's Sophie Monk. I'm kind of a big deal!"
The interview also marks the return of Sophie's singing career, as she adds rap to her music repertoire.
Says Fabrizia Roberto, head of marketing at Youi Insurance: "The 'Who's in the Car' series is going from strength to strength. Sophie's episode represents a change of pace, as we shift from sport to pop culture, ensuring we reach new audiences. Importantly we are not only seeing positive brand results from this content led approach through our paid media, but equally it is driving site visits and further engagement with our owned channels."
This always-on content marketing program continues the strategic collaboration between Google and Emotive, created to help brands become more effective end-to-end video content publishers.
Says Jamie Crick, social media director, Emotive: "Our consistent goal is to deliver genuine entertainment value for the audience so that they choose to consume the content, while building the brand for Youi. The first five episodes have had outstanding success against this objective, being watched over 9 million times between them. Importantly, as the series has established itself we see audiences engaging more and more with each episode, building recognition of the format and anticipation for who will be the next guest in the car."
Episode 6 featuring Sophie Monk launches nationally today.

Youi Insurance: Hugo Schreuder, Bryan Cawood, Lukas Temple and Fabrizia Roberto Creative, Production & Amplification: Emotive
Founder/Strategy Lead: Simon Joyce
Business Director: Alison Mitchell
Social Media Director: Jamie Crick
Creative Directors: Andrew Cameron & Henry Stafford Director: Henry Stafford
Writers: Nathan Burley & Katie Burch
Senior Producer & Production Manager: Justine Moyle DOP: Jefferson Grainger
Sound Design: Rumble
Editor: Benjamin Hargraves


Em said:

It's almost like Emotive just open up their book of celebrity contacts, see who's around and then just write an ad around them.

NOOO said:

Comedian Katie Burch drives a famous guest around in a car and finds out more about them.

Comedian Jerry Seinfeld drives a famous guest around in a car and finds out more about them.

And these guys got PAID TO 'COME UP WITH THIS IDEA.'

HJ said:

Pretty aimless piece of communication. Unfortunately not entertaining enough to go viral.

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