The GEICO Gecko's Journey

America's third-largest car insurance provider, Geico, wanted to engage a younger, more tech-savvy audience with its iconic Geico Gecko advertising campaign, as well as gain new customers and retain existing customers.

The GEICO Gecko's Journey

The Martin Agency

Entry Information

Category: InsuranceCountry where program ran: United StatesDates program started/ended: September 2011 – December 2012

Product Description:

GEICO is the third-largest private passenger auto insurance in the United States.

Advertiser/Client Name: GEICOMedia Channels: Social Networking, TV/Video/Radio, Other

Website:https://www.facebook.com/thegeicogecko

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...

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