iSelect Celebrates The Power Of “Getting It Right” In New Brand Campaign From Leo Burnett

iSelect Celebrates The Power Of “Getting It Right” In New Brand Campaign From Leo Burnett
SHARE
THIS



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.

Credits
iSelect
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
Leo Burnett
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
Plaza:
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

 

Please login with linkedin to comment

campaigna dinosaur dvertising mobile devices mr iselect Swithced on Media

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.