GEICO: Maxwell - Radical Accessibility

This case study describes how GEICO, the American auto insurance company, encouraged people to interact with it through digital and mobile media, specifically, in order to spread its "radical accessibility" message.

GEICO: Maxwell - Radical Accessibility

The Martin Agency

Entry Information

Country where program ran: United StatesProgram start date: 12/15/12Program end date: 06/30/13Advertiser/Client Name: GEICOProduct/Service Description: GEICO is the third-largest private passenger auto insurance in the United States handling coverage for over 12 million policies and over 20 million vehicles.Category: Insurance (IS)

Strategy

Business problem

The auto insurance category has never been more competitive. With category media spend at an all-time high and overall growth of the market just barely returning to the positive after a number of years of...

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