iSelect debuts new ‘All Over It’ brand platform via The Royals
Health insurer iSelect has debuted its new brand platform ‘All Over It’ in its latest campaign by The Royals.
The 45-second ad shows the ways in which iSelect is ‘All Over It’, just like a cheapskate bringing his own snacks to the movies, kids on the car stereo and your daughter’s new boyfriend at dinner.
The Royals was appointed to iSelect’s creative account in November last year.
iSelect’s new brand positioning ‘All Over It’ aims to position the brand as Australia’s ‘life admin’ partner to relieve Australians of the boring but necessary life tasks.
Kirsten Craven, group executive of marketing at iSelect, said in a statement: “Our research shows that the mental load of life admin has become too heavy a burden for many Australians.
“They are wasting time and money on trying to manage their insurance, utilities and services, getting lost in the complexity and confusion; it’s a constant frustration that never goes away.
“At iSelect, we believe Australia deserves to be liberated from the stress and confusion of all that is life admin, and we’re on a mission to get all over it for them.”
The campaign is set to run across TV, radio, out-of-home, digital and social.
Andy Jones, creative director at The Royals, added: “iSelect has been working towards becoming Australia’s Life Admin Partner for some time now, but this is the first time they’re communicating this proposition to consumers – so we had to get this right.
“We’re proud to have created a campaign that focuses on everyday moments and life challenges to remind Australians that there are better things to be doing with their time than boring life admin tasks.”
Credits:
- Client: iSelect
- CEO and Managing Director: Scott Wilson
- Group Executive, Marketing: Kirsten Craven
- Head Digital Planning & Performance: Andrew Bidese
- Head of Retail Marketing: Emily Hayden
- Sponsorship and Brand Manager: Charlyn Dimasi
- Digital Marketing Manager: Krista Pech
- Agency: The Royals
- Managing Partner: Steve O’Farrell
- Creative Partner: Nick Cummins
- Creative Director: Andy Jones
- Senior Copywriter: Leah Dunkley
- Design Director: Gavin Wright
- Campaigns Director: Georgie Brown
- Head of Strategy: Michaela Futcher
- Communications Director: Andrew Reeves
- Head of Customer Experience: Mikaël Perhirin
- Digital Project Manager: Richard Edmunds
- Digital Designer: Carlo Spadazzi
- Head of Content: David Rood
- Content Manager: Madeline Wilson
- Social Media Producer: Elsbeth Chirlin
- Senior Account Manager: Haley Kriksic
- Senior Account Manager: Emma Harrison
- Project Manager: Pamela Lopez
- Senior Broadcast Producer: Fiona Gillies
- Production Company: FINCH
- Director: Sean Kruck
- Producer: Camilla Mazzaferro
- DOP: Danny Ruhlmann
- Film Editing: The Butchery
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Yep, not bad. Much better than the lame All Over It Like an Electric Blanket in Winter 24-sheet outdoor that’s out there
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Lame positioning – whats life admin? – confusing and undefined CEO inspired fail. Weak brand, bad examples and an overall embarrassing misdirection by iSelect. The lesson here is never let a soap salesman direct your marketing strategy.
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What a woeful ad, what are they selling iselect admin for what? do they pay my bills for m?e – is it like mybudget? – what happened to compare and save. Share price has fallen off a cliff, not sure if it’s because of the new ads.
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Lost in comparison space ! What’s life admin? a confusing way of saying compare and save? As a branding exercise its a fail, and a direct response ad its also a fail.
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The attempted humor of a man knitting a beanie radio ad says “iSelect are all over it” then proceeds to say “…like a pom pom on a hand knitted beanie.” Has the agency ‘creatives’ ever seen a pom pom on a beanie? There is NO coverage !!!
I guess this is ‘truth in advertising’ as their following disclaimer says they “…don’t compare all products in the market.”.
iSelect all over it?… apparently not.
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