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Geico Takes Varied Road
To Customers
By Adam Armbruster
Nicole Franz
Julie Papagni
Matt Rodger
Geico’s Advertising Strategy

Unique practice of running simultaneous and
differing television campaigns representing the same
product.

Car insurance is boring so they try to make it
entertaining.

Geico dominates the television airwaves with so
many varied car insurance messages that any
competitors TV ads are lost in the clutter.
Geico’s “Gecko”

Created as an one time advertising spot to help
people remember how to pronounce Geico.

The Gecko developed a loyal following and has
evolved into Geico’s self-aware advertising icon.
Geico’s Cavemen

Simple creative
strategy to tell people
Geico is easy to use.

“So easy a caveman
can do it”
Customer/Celebrity Testimonials

Created from real
customer emails about
Geico’s great claims
service.

Wanted to execute the
traditional testimonials
in a fresh and engaging
way.
Strategy for Geico’s Success


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Great employees
Call to action advertising
Strong brand personality
“Frequency of message” is the secret to
successful long-term campaigns.
Geico’s Marketing Success





Fastest growing car insurance company in
America.
Premiums were 3 billion in 1998 – More than
11 billion in 2006.
The size of Geico has nearly quadrupled.
Geico’s brand recognition is in the high 90%
range.
The gecko was voted America’s favorite Ad
icon in 2005.
Sources

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http://www.tvweek.com/article.cms?articleId=31622
http://www.youtube.com/watch?v=kVVSmnnqfvc