BRAND PLATFORM & 360° CAMPAIGN
Youse is an innovative 100% digital rental guarantee service launched by CNP Assurances, the first personal insurance company in France. Youse brings a guarantor to the candidates that are ordinarily turned down because of their professionnal status (freelance, entrepreneur, etc.). The mission is clear : reconciliate renters and home owners with a service that restores trust !
Key challenge : establish the brand's message, set it apart in a higly competitive ecosystem and recrute new clients.
How .YZ did it :
A 360° campaign from June to September 2019 at a key moment of the year - when people move in and out of their homes :
1. A TV campaign in 3 waves of 2 weeks on M6 channels that sees the return of the mascot characters of "Bertrand, le cascadeur"
2. A display campaign in the Parisian metro with a total of 1,400 spaces in a docks + wagon + digital display plan
3. A web series that denounces the hardships of the rental market with humor, in 5 episodes and with Valérie Damidot as guest-star
4. A Social Media plan to amplify this various content
We support Youse since January 2018 :
1. Design a brand platform (mission, values, targets, speech elements)
2. Pre-launch in May 2018 with a campain highlighting the injustice striking those that don't fit right in : "Sorry, you are...". Wild display in the streets of Paris during several weeks, as well as a digital and social media deployment.
3. Launch in October 2018 with a national display campaign and TV ad "Le cascadeur"
Results : 1.5 million people reached in 3 months. 100K visits on the website including 60K single visitors.