iSelect: From 'puffin muffin' Millie to memorable and motivating Mr iSelect

The successful advertising of iSelect, an online service to help Australians select a private health insurance policy, had made searching for policies simple.

iSelect: From 'puffin muffin' Millie to memorable and motivating Mr iSelect

Entry Number: 47

Agency: AJF Partnership

Advertiser: iSelect

Author: Jody Elston

Total Campaign Expenditure: $5 – 10 million

Strategic communications challenge

This is a story about insurance. Yawn. Private Health Insurance to be exact. "PHI". Boooorrrring. You've probably already switched off like millions of Australians do every day. Let's see if we can pique your interest.

iSelect is the David, versus the Goliath health insurers in a 17 billion dollar market1. Like all great challenger brands, iSelect has a fun and...

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