Every year when insurers increase their premiums, iSelect pounces with fresh, impactful messaging. This year, iSelect and its agency Leo Burnett created unique made-for-YouTube bumper ads to run alongside its TrueView spot, driving ad recall and consideration.
Goals
Encourage Australians to review their health insurance policies as rates rise
Improve ad recall and consideration
Keep campaign fresh and top-of-mind with variety of creative executions
Approach
Served skippable, long-format TrueView ads and unique, six-second bumper ads to target audience
Created one TrueView ad and three bumper ads with the same actors and sets but using different footage
Retargeted TrueView viewers with bumper ads to reinforce brand message and increase cost efficiency
Results
TrueView ads had a 29% view-through rate and generated +18% uplift in ad recall for viewers and +23% uplift in consideration for viewers
Bumper ads led to +10% additional uplift in ad recall and +10% additional uplift in consideration
+129% uplift in branded search for iSelect
Combining TrueView and bumper ads led to 52% cost reduction of one point of lifted brand consideration
This campaign was iSelect’s first foray into YouTube’s bumper ad format—and taking the approach to create executions specifically for the format paid off. “The bumper ad format provided us with an additional opportunity to speak to potential customers during what is a very cluttered time, gain their attention, and further improve our brand metrics,” said Geraldine Davys, chief marketing officer at iSelect. “Through YouTube, we were able to accurately reach our target market with our rate-rise message and measure the impact this had on purchase consideration and the uplift in people searching for our brand.”
