GEICO: BroStache
The Martin Agency
Entry Information
Category: InsuranceCountry where program ran: United StatesDates program started/ended: May 2011 – December 2012
Product Description:
Third-largest private passenger auto insurance in the United States.
Advertiser/Client Name: GEICOMedia Channels: TV/Video/Radio, Other
Website:http://www.geico.com/about/mobile-apps/brostache/
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...