My agency was tasked with delivering a standout brand for a company to drive its call center. The company faced a crowded market and low market share, and faced trust and communication issues with its target audience. We refreshed the brand, created a unique personal language for the brand, and added a “compare, select and save” message. This created a distinct brand personality and commoditized health insurance, saving customers money.
Results
iSelect’s market share grew from 1% to 13% in just three years. Their call centre grew from 9 to 120 people in that time. In 2009 when the health insurance industry reported a 15% drop in sales, iSelect experienced an 80% increase. iSelect recently floated for about $500 million.