The GEICO Gecko's Journey

The Martin Agency

Entry Information

Category: Insurance
Country where program ran: United States
Dates program started/ended: September 2011 – December 2012

Product Description:

GEICO is the third-largest private passenger auto insurance in the United States.

Advertiser/Client Name: GEICO
Media Channels: Social Networking, TV/Video/Radio, Other

Website: https://www.facebook.com/thegeicogecko

Strategy

Marketplace challenge:

The auto insurance category has never been more competitive. With category media spend at an all-time high in the primarily commoditized market and overall growth of the market just barely returning to the positive after a number of years of decline, the pressure on advertising to drive market share growth is immense. Throughout the recent recession, GEICO has relied on its advertising to spread its direct to consumer business model (versus the legacy agent based model used by many of the largest competitors) as well as its low cost message ("GEICO. 15 minutes could save you 15 perfect on car insurance."). Years of memorable spokespeople and multiple story lines such as the Gecko and Caveman have led to GEICO becoming one of the country's most well-recognized and well-liked brands. During this period, GEICO's advertising helped drive the company from the 4th largest private auto insurer to the 3rd largest, and they're closing in on the #2 spot.