Youi has launched its latest platform, Footy. Made by Fans as part of its official insurance partnership with the NRL and AFL team Brisbane Lions.
Led by the national insurer‘s internal agency, the latest campaign is an ode to the unsung heroes of the game.
Featuring real footy lovers in the TV spots, the films celebrate the contributions of everyday fans across the country, from ‘head wobblers’ to banner poets.
Youi has been an official partner of the NRL since 2017 and began its partnership with the Brisbane Lions’ AFL and AFLW teams in 2020.
“As the people’s champion, we wanted the platform to deliver something of real value to footy fans and tangibly demonstrate Youi’s connection to the game,” said Youi CMO, Angela Greenwood.
“This is just the beginning, and we’ll continue to walk the talk when it comes to celebrating, supporting and rewarding fans.”
Creative director Matt Gilmour echoed former player Brendon Fevola who commented “fans make the game” against the backdrop of empty stadiums during the Covid pandemic.
“I agree with Brendan, which is why I love this platform that’s all about what fans bring to footy,” said Gilmour.
“Our in-house team has brought this direction to life beautifully and I’m excited for Youi to keep showing up and doing things for all the fans throughout the season.”
The creative platform will be rolled out across TV, broadcast partnerships, on contextual out of home (OOH) and audio.
As part of its community engagement efforts, Youi will also be sponsoring two local initiatives across the AFL and NRL, The Youi Community Hill and Canteen, and the Youi Community Scrum.
Located at the home of the Lions, Brighton Homes Arena, The Youi Community Hill and Canteen is a shared space for fans to congregate together throughout the season. The Canteen was created to support the Lions’ community partners, and has raised $40,000 so far for local clubs and initiatives, with Youi matching every dollar.
The Youi Community Scrum is a bespoke community uplift program for regional communities and fans, launching on 5 June, first across the Northern Rivers of New South Wales and outer Brisbane in Queensland, which have both been hit by significant weather events in recent years. The program will provide equipment for clubs, with a focus on those which are still recovering.
NRL CEO, Andrew Abdo, praised Youi’s efforts, saying the insurer “spent the time to create such a unique platform, that truly resonates with, and celebrates fans. Something we are proud to partner with Youi on.”
Brisbane Lions CEO, Greg Swann added: “We have a great partnership with Youi, they’re an innovative brand always looking to work with our club, engage our fans and help our football community.
“Our club is made by fans, they’re who we play for week in week out and it’s great to see Youi align so well with the fabric of our club.”
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Credits:
Youi
Chief marketing officer: Angela Greenwood
Head of marketing, strategy, planning and insights: Dave Annesley
Brand and partnerships Manager: Drew Reid
Partnerships coordinator: Darien Wilson
Senior marketing communications manager: Alexina Harris
Integrated communications manager: Danielle Sidney
Head of creative and production: James Bilaver
Creative director: Matt Gilmour
Copywriter: Trent Christie
Art director: Gemma Wicham
Campaign delivery lead: Simone Delaney
Campaign delivery manager: Jordie Smyth
Head of media: Marcel Hashimoto
Broadcast media lead: Craig Munks
Social and programmatic manager: Matt Mcdonald
Production partners
Director: Luke Shanahan
Producers: Clare Shervington and Helen Morahan
DOP: Alex Serafini
Editor: Stuart Morely
Designer: Cherith Crozier
Partners
Brisbane Lions and NRL