iSelect celebrates the power of ‘getting it right’ in new brand campaign via Leo Burnett Melbourne
iSelect, the Australian destination for personalised comparison and expert advice across insurance, utilities and personal finance products, has launched a new brand campaign via Leo Burnett Melbourne, 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.
Says Scott Wilson, CEO, iSelect: “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.
Says Kirsten Craven, head of brand and campaign marketing for iSelect: “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.
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
22 Comments
How come they left the other agency?
It seems the work had been very successful.
Terrible. Just terrible.
Am I missing something, or is this really as nonsensical as I think it is. Even if you didn’t like the previous campaign, at least each spot tried to impart some reason, no matter how small, why I should use iSelect. This is simply wallpaper with zero to commend it.
Um…can’t see a planner in the credits.
A good one might have helped.
All seems a bit flat doesn’t it.
A talking ear plug…yuck.
Nah.
Sorry.
Where’s any consistency in brand property and identification?
Chop and change and hope for the best.
If they think this is a step forward they’re cuddling cactus.
Don’t see a problem with the script. Too much voiceover is all.
The rest was just poor direction and heavyhanded unfunny dolloped on.
Terrible, but thats not unexpected. It’s LB after all.
The real issue should be a truly digital brand not understanding the way to grow a truly digital brand.. Comes down to the average marketing team unfortunately.
Read the statement from Scott then look at what was done, made him look like a bit of a fool…
Made me chuckle. Compared to meerkats, celebrity talking heads, and a grown man dressed as a orange bunny, I’ll take this any day.
Agreed with @wow’s final sentence… mildly amusing but in no way does it deliver on stated objectives. An ugly bloke in speedos isn’t particularly motivating for mums making serious financial decisions…
this makes me smile
What’s with middle aged men in budgie smugglers
Reeks of an incompetent marketing team whose faults are simply magnified by the advertising.
Agree with @not quite.
Regardless of whether or not you find it funny, I don’t think it’s clear at all to the average dressing gown wearing mum watching the Today show, with less than partial attention. If you aren’t listening extremely closely and deliberately to the opening line of exposition, it’s just a montage of weird.
@Punter I really doubt you can bundle the laughing stock, loan shark jokers that are Nimble in with a leading comparison service with serious brand equity.
I love always being right. Seems like a pretty ballsy statement for a brand if you ask me. Good on the client for having the cojones to come out and say it. As for the diving dudes, they’re a hell of a lot better (and funnier) than that goon in the orange tie they’ve been wheeling out for years.
Dude this is poo. Badly executed poo.
Retail agency my arse.
Shame on you. This is god awful
If you want humorous spots don’t appoint an agency that can’t do comedy.
A lot of these comments are very pitchy…
Simply bad work. Nothing more to say.
It’s okay. Not bad. Quite funny in a dumb sort of way – and that’s cool.
But I have no idea what I’m meant to take out of it, and that’s a problem.
This sort of advertising is info heavy. The secret to doing it well is making 30″ of info palatable, and making something stick. One key fact has to stick.
If everyone laughs, but nothing sticks, you’re in deep shit. Seriously. An aggregator business has to generate new leads every day. You can’t drop the ball even for a fortnight because the bottom line shits it’s pants.
Good luck to Leo’s. It’s a hard nut to crack.
Agree that the line/positioning is strong but the communication of it is not.
The ear thing is a distraction. Curious when it was added.
Same look and feel, same style, same everything same same same zzz