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.
Yep, not bad. Much better than the lame All Over It Like an Electric Blanket in Winter 24-sheet outdoor that’s out there
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.
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.
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.
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.