Effies
Australia
“From ‘puffin muffin’ Millie to memorable and motivating Mr iSelect”
Agency
AJF GrowthOps
Client
iSelect
Awards
Bronze
Other Services
Case Study
Summary
The previous iSelect ditsy “Millie” campaign had made searching for private health insurance seem super simple but people would then call the insurer direct to make their purchase. They didn’t believe iSelect had the expertise to help them make the right decision, and found “puffin muffin Millie” annoying.
Irreverent Mr iSelect and his expert team are born to the delight of customers. Because people like the brand, they are listening to the reasons to believe iSelect can help them choose the best policy.
XXXX more people start buying their policies through iSelect in 2011, a dramatic increase never seen before.
Case study
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Credits
| Author/Strategy Director | Jody Elston | ||||||||
| Senior Account Director | Emma Grant | ||||||||
| Account Manager | Clare Burrow | ||||||||
| Strategy Planner | Joseph Smeaton | ||||||||
| Creative Director | Joshua Stephens | ||||||||
| Senior Art Director | George Freckleton | ||||||||
| Senior Copywriter | Brent Liebenberg | ||||||||
| General Manager Marketing & Media | Rodger McBride | iSelect | |||||||
| Campaign Manager, Marketing | Dan Mercuri | iSelect | |||||||
| Marketing Specialist | Charlyn Dimasi | iSelect | |||||||
| Marketing Specialist | Dianna Torok | iSelect |
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