iSelect has launched a new brand campaign with the first TVC going to air last night, and the campaign to roll out progressively over the coming months.
Leo Burnett won the business late last year, and has been charged with helping to grow iSelect’s stronghold well beyond health insurance.
The new brand platform – “Always get it right” – positions iSelect as the go-to destination for customers to confidently compare and buy from thousands of plans, products and policies.
It builds on the humour-based history of the brand, using the power of “getting it right” as the story-telling device and revealing more of the story as each element of the campaign is rolled out.
iSelect’s CEO Scott Wilson said, “We’re a customer service business, and we really needed to shift the focus of our brand to be more people-centric, more human. Our competitive advantage is that we help match people’s needs to the right products.
“That’s our expertise, and our brand needed a complete refresh to help us unlock the growth opportunities in the broader financial services and utility categories.”
Wilson said the new creative heralded a deliberate decision to expand focus to include other verticals and build upon the success of the core health insurance business.
Kirsten Craven, head of brand and campaign marketing for iSelect, added, “Our new campaign celebrates the sense of confidence anybody can feel when they purchase through us. We’re all about helping people make the right call on life’s most important household financial decisions.”
The new campaign will be supported through TV, radio, outdoor and digital channels and also signals the end of the popular ‘Mr iSelect’ character who fronted the advertising for the past five years.
Scott Wilson – CEO
Kirsten Craven – Head of Brand and Campaign Marketing
Lauren Yildirim – Marketing Manager, Financial Services
Emily Hayden – Senior Marketing Manager, Health
Charlyn Dimasi – Marketing Manager, Life and General Insurance
CCO – Jason Williams
Art Director – Joe Hill
Copywriter – Garret Fitzgerald
CEO – Melinda Geertz
General Manager – Pat Rowe
Head of Integrated Strategy – Ilona Janashvilli
Senior TV Producer – Eliza Malone
Group Account Director – Kate Silver
Account Manager – Jacquelyn Whalen
Director – Paul Middleditch
Executive Producer – Peter Masterton
Head of Production – Megan Ayers
DOP – Daniel Ardilley
Edit – David Whittaker, The Editors
Post Production – Alt VFX
VFX Supervisor – Colin Renshaw
Sound –Sam Hopgood, Soundlounge