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...