Geico: Mini-Campaigns
Edward DingerOVERVIEW
Starting in the mid-1990s GEICO, a direct marketer of automobile insurance, began spending an increasing amount of money on advertising, particularly television spots. The company's ad agency, the Martin Agency of Richmond, Virginia, produced a wide variety of commercials. Unlike traditional car insurance advertising that took a serious tone and focused on accidents, GEICO spots were lighthearted and humorous. In 1999 GEICO introduced a gecko cartoon character that became a company mascot and the subject of its own advertising campaign. In 2003 GEICO released its popular "Good News" campaign, a "good news, bad...