GEICO: Maxwell - Radical Accessibility

The Martin Agency

Entry Information

Country where program ran: United States
Program start date: 12/15/12
Program end date: 06/30/13
Advertiser/Client Name: GEICO
Product/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 decline, the pressure on advertising to drive market share growth is immense. Throughout the recent recession, GEICO has relied on its advertising to spread its direct-to-consumer business model (versus the legacy agent based model used by many of the largest competitors) as well as its low cost message ("GEICO. 15 minutes could save you 15 percent on car insurance.")