iSelect may drop Mr iSelect advertising positioning

mr selectFinancial services brand iSelect may drop its long running “Mr iSelect” advertising positioning, the brand’s newly arrived marketing director has signalled.

Speaking at the Mumbrella Meet The Marketers event in Melbourne on Wednesday, Geraldine Davys, who joined iSelect in the last quarter of 2013 hinted that the “polarising” positioning developed by AJF Partnership Melbourne may not run for much longer.

Davys revealed that she had been unhappy with the positioning of the brand’s character, played by comedian Jason Geare. She said she had already overseen a switch of character which saw him become the butt of the jokes.

Asked whether she should treat the iSelect ad as having a short shelf life she said: “You sure do. It would be remiss of me to not be looking at the face of our brand and whether it has the stretch we need. Does it have the ability to really connect with our base in the medium to long term?”

Davys also expanded on her remarks, revealing that upon assuming the role in October last year she commissioned research on Geare’s character and consumer perceptions of him.

“Is it the right time to say there are other opportunities for the brand?” said Davys. “The first thing I did was to put some extensive research into the market. (Mr iSelect) has been awesome for our brand but he is quite polarising.”

“We are now trying to make sure the joke is on him as opposed to poking fun at other people.”

AJF has held the creative account since 2010, following a competitive pitch.


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