Case Studies - iSelect
BRIEF
We all know that stepping out into the atmosphere of another planet without a space suit or private health insurance cover is risky business.
As long as you only have two arms and legs, finding the suit is pretty easy, but with the huge number of health insurance providers and offers in today’s market, how do you find the right insurance?
iSelect aims to make the selection and purchase easier, and came to Starship when they owned around 1% of the Australian market and were looking for a unique brand space to help them grow.
SOLUTION
The first thing was to make them stand out in an overcrowded market that is populated by some of the biggest budgets in the land, and where everyone was vying for attention.
To achieve this, we refreshed them with a quirky, orange branding colour, a funky logo and the positioning line, “compare, select and save”, which sums up perfectly what iSelect stand for.
We added to this a matching, quirky character as their spokesperson – a slightly zany, highly attractive blonde girl, who is savvy enough to not waste her time searching out the best private health insurance for herself, but consults iSelect on the right deal for her.
Our strategy was headed up by a humorous, fun-to-watch TV campaign featuring this girl, which was instantly recognisable as iSelect and which incorporated funny end lines like, “You’d be puffin’ muffins…” and “You’d be tossin’ possums…” This approach generated a lot of valuable word-of-mouth amongst the target market and became part of general vernacular.
RESULT
iSelect’s market share grew from 1% to 13% in just three years, and in 2009 when the health insurance industry reported a 15% drop in sales, iSelect experienced an 80% increase!
On top of this, we helped grow the iSelect call centre from just a few staff to over 200, as our campaign delivered a constant stream of new customers every day.
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