iSelect separates fact from fiction in new campaign via AJF Partnership Melbourne

iSelect has launched a new advertising campaign via AJF Partnership Melbourne, urging Australians to ‘get the facts and get the right private health insurance by June 30’.

Featuring the iconic “Mr iSelect” portrayed by Jason Geary, the campaign aims to educate and activate consumers who could be impacted in the near future by health insurance-related price loadings and taxes.

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iSelect marketing director Natalie Ellisdon said key components of this year’s campaign included the ‘Fact or Fiction’ and ‘Head in the Sand’ television advertisements.

Says Ellisdon: “Our latest advertisements have been developed in response to research that revealed low consumer awareness and understanding of the implications associated with not taking out private health insurance by June 30.

“Consumers consistently express confusion with private health insurance, not to mention the myriad tax implications associated with not holding private health cover. Unfortunately many consumers see no option but to ‘stick their head in the sand’ and delay their decision to a later date, which can prove costly over the long term.”

‘Fact or Fiction’ educates consumers in a simplified and engaging way on how the looming end-of- financial year deadline could affect them. ‘Head in the Sand’ builds on this and encourages consumers to make the ‘smart choice’ this tax time and contact iSelect to sort the fact from fiction and make the right private health insurance decision.

Says Ellisdon: “It’s clear that low awareness and confusion are leading to inertia, and our latest advertisements seek to address this head-on in our trademark light-hearted style. Yes they’re a lot of fun, but they tackle a topic that’s becoming a real issue for many Australian households.”

The television campaign is supported by radio, press, outdoor and digital executions.

Marketing Director – Natalie Ellisdon

Production – First Floor Films