GEICO: Made In 15 Minutes

GEICO wanted to reach under-30 Americans with its car insurance, but it knew they were often suspicious of overly slick ads meant to appeal to them.

GEICO: Made In 15 Minutes

The Martin Agency

Entry Information

Category: InsuranceCountry where program ran: USADate program started/ended: October 2010 / April 2011

Product Description: GEICO – Motor Vehicle Insurance. The Government Employees Insurance Company (GEICO) is an auto insurance company.

Advertiser/Client Name: GEICOMedia Channels: TV/Video/Radio Web Advertising

Strategy

Marketplace challenge:

As a mass marketer of auto insurance, GEICO has single-handedly reshaped category conventions for auto insurance not only with its direct sales model, but also with its groundbreaking communications. Years of memorable spokespeople and multiple storylines such as...

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