Geico: Gecko campaign

Edward Dinger

In 1999,U.S.automobile insurance company “Geico” commissioned the “Gecko” campaign to assist in the company’s branding efforts.

Geico: Gecko campaign

Edward Dinger

OVERVIEW

Relatively obscure until the 1990s, GEICO, a direct marketer of auto insurance, began to make its mark when it expanded beyond direct-mail solicitation and spent money on other media, especially television. Unlike rival insurers, GEICO took a lighthearted, humorous approach to its television spots, which produced steady growth for the company. Nevertheless, many consumers were still not certain about the pronunciation of the company's name, often referring to it as "gecko" when calling for a rate quote. In the summer of 1999 GEICO aired a 15-second television spot that featured a cartoon gecko, a...

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