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Geico Takes Varied Road To Customers By Adam Armbruster

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.

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Geico Takes Varied Road To Customers By Adam Armbruster

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  1. Geico Takes Varied RoadTo CustomersBy Adam Armbruster Nicole Franz Julie Papagni Matt Rodger

  2. 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.

  3. 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.

  4. Geico’s Cavemen • Simple creative strategy to tell people Geico is easy to use. • “So easy a caveman can do it”

  5. 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.

  6. Strategy for Geico’s Success • Great employees • Call to action advertising • Strong brand personality • “Frequency of message” is the secret to successful long-term campaigns.

  7. 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.

  8. Sources • http://www.tvweek.com/article.cms?articleId=31622 • http://www.youtube.com/watch?v=kVVSmnnqfvc

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