Geico Takes Varied Road To Customers By Adam ArmbrusterGeico’s Advertising StrategyGeico’s “Gecko”Geico’s CavemenCustomer/Celebrity TestimonialsStrategy for Geico’s SuccessGeico’s Marketing SuccessSourcesGeico Takes Varied RoadTo CustomersBy Adam ArmbrusterNicole FranzJulie PapagniMatt RodgerGeico’s Advertising StrategyUnique 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 CavemenSimple creative strategy to tell people Geico is easy to use.“So easy a caveman can do it”Customer/Celebrity TestimonialsCreated 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 SuccessGreat employeesCall to action advertisingStrong brand personality“Frequency of message” is the secret to successful long-term campaigns.Geico’s Marketing SuccessFastest 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
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