iSelect rebrands with ‘Decide right’ positioning, appoints Taboo as social media agency
iSelect has revamped its brand identity and launched a $3m campaign to reposition the price comparison site as a helpful decision-making aid.
Introducing the tagline ‘Decide right’, the TV campaign features a man in a jacuzzi whose demands are met by a suited iSelect employee.
http://youtu.be/n8jOPc5DXIw
new logo
old logo
The brand revamp follows the arrival of former JetStar marketing boss Dave May as chief marketing officer five months ago. At JetStar, May led the airline’s charge into social media, a path he is pursuing at iSelect.
“At iSelect, we had been spending lazy dollars that weren’t working well,” said May. “We have done a lot of statistical analysis, and have reinvested our marketing budget accordingly – which means more online, social and search.”
The campaign is running on TV, radio, online, search and in social media. Media buying was done inhouse.
It was created by AJF Partners. The brand identity was by UK agency We Launch, which re-designed the JetStar logo.
David May
The campaign launches in the same week as May appointed Taboo as iSelect’s social media agency. Taboo has worked for clients including NAB, Chupa Chups and Sensis.
iSelect started out as a specialist in health insurance, and now offers life insurance, home loans, broadband and mobile phones.
Credits
Agency: AJF Partnership Melbourne
Creative Director: Josh Stephens
Creative: George Freckleton, Brent Liebenberg, Viv Gibson, Josh Stephens.
Art Director: George Freckleton
Agency Producer: Jennie McCartney
Account Director: Emma Grant
Production Company: Curious Films
Director: Brendan Gibbons
Producer: Tara Riddle
When he’s done at iSelect May should have a crack at revitalising CommBank!
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Why do clients think they need ‘social media agencies’? I’m sure AJF could do just fine in that space. TAC Ripple Effect anyone?
It’s all about creating innovative and engaging ideas at the end of the day….. and I know which horse I’d be backing to come up with good ones (clue: not Taboo).
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The logotype looks more like what might be an RSS feed logo that would appear on the site. Odd.
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i love this guy.
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Love the logo – colour palette, font, curved edges. Just one criticism – I think the addition of .com.au is odd and probably necessary in 2011.
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I’m with “mish”…I love this guy too. He’s a great talent.
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Joey and mish. You mean me or Jason?
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These ads we shot way back in 2010 by the former marketing management team – odd their giving credit to the new guy. As for the Logo, looks like a sign you’ld find outside a dentist from the seventies. Why would you put the web site stuff on the logo, bit weird for 2011.
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