In a market filled with mundane comparison websites, iSelect needed a bold, entertaining way to stand out. With The Billusionist, a magical character who transforms overwhelming bills into manageable ones, we brought excitement and humor back into the conversation about saving money, helping iSelect reconnect with audiences and reinforce their core message—Compare. Select. Save.
The challenge was to cut through the noise in a crowded market while making a lasting impression on consumers. iSelect’s core purpose is to lower bills, and the campaign needed to communicate this simply and effectively, while also injecting entertainment and personality into the message. Our goal was to bring back the brand’s signature orange and long-standing tagline—Compare. Select. Save.—all while adding humor and distinctiveness to iSelect’s tone of voice.
Enter The Billusionist, a quirky illusionist with a special talent for shrinking bills. In the campaign, an out-of-control bill prompts his arrival in a cloud of orange smoke. Using his magic, The Billusionist compares the family’s bill with numerous others and leaves them with a significantly smaller one. Through humor, irreverence, and distinctiveness, this new hero character captures attention and makes iSelect’s message both clear and memorable.
By leveraging The Billusionist, iSelect transformed the tedious task of comparing bills into a magical and entertaining experience. This character not only resonates with audiences but also provides a memorable visual cue for the brand’s mission—helping Australians lower their bills. The use of humor and the unique character ensured that the brand’s message of Compare. Select. Save. was delivered in a fun and engaging way, setting iSelect apart in a competitive landscape.
