iSelect has revealed the first work since its agency shakeup that saw it cut ties with The Royals after less than 12 months in favour of Fenton Stephens.
The new campaign introduces a new brand character for iSelect, a flamboyant magician called 'The Billusionist'.
Directed by Revolver's Trevor Clarence, the spot aims to reinvigorate the brand's roots in entertainment and reclaims their orange branding and the ‘Compare. Select. Save' tagline.
The new approach sees iSelect scrap the 'All Over It' brand platform launched by The Royals in April.
The campaign is the first since Warren Hebard joined as CMO of iSelect from William Hill. Hebart previously worked with Fenton Stephens during his time at William Hill.
Hebard led a "strategic review" of iSelect's marketing function over the last six months
"With a clear focus on significantly improving the ROI from our marketing spend, the launch of this campaign is a very exciting next step in this process and sees a return to iSelect’s original brand positioning and tone of voice," he says.
Fenton Stephens creative director Alex Fenton adds: “We set out to create a differentiated platform the iSelect brand could build upon. It’s a blindingly simple premise: we take your bills and reduce them."
iSelect has worked with a number of agencies in recent years, with Leo Burnett holding the creative account between 2015 and 2018. Prior to that, it worked with AJF Partnerships and CHE Proximity.
As a result, iSelect has had various brand ambassadors with the most recent being Mr iSelect who was introduced by Leo Burnett in 2016.
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