Geico case study - Master Brand

9. GEICO AS A MEGA BRAND In the Insurance category, education is key to gaining more customers. Geico does this by easy and fun communications executed in a variety of ways reach any consumer (broadcast, online, social media, regional messaging). They’ve bucketed their different offerings and benefits via different broadcast campaigns. Consumers can easily tie the campaigns back to Geico’s main benefit: Giving consumers an easy way to save money overall. With their consistent tagline and icons, it is easy to say that Geico is a huge risk taker in finding methods to make their brand recognizable. Compared to other insurance or any other brand, Geico is one of few that can have such diversified icons with a high brand recall. Their brand purpose is unclear but they’ve established their brand as memorable among consumers.

10. GEICO AS A MEGA BRAND In the Insurance category, education is key to gaining more customers. Geico does this by easy and fun communications executed in a variety of ways reach any consumer (broadcast, online, social media, regional messaging). They’ve bucketed their different offerings and benefits via different broadcast campaigns. Consumers can easily tie the campaigns back to Geico’s main benefit: Giving consumers an easy way to save money overall. With their consistent tagline and icons, it is easy to say that Geico is a huge risk taker in finding methods to make their brand recognizable. Compared to other insurance or any other brand, Geico is one of few that can have such diversified icons with a high brand recall. Their brand purpose is unclear but they’ve established their brand as memorable among consumers.

Notes de l'éditeur

Geico’s TV spots have a range of different campaigns but all lead to their overall message: Geico saves at least 15% on insurance. Geico utilizes several different campaigns to support different offerings they have. Their most popular and most recognizable is their car insurance commercials: Gecko, Caveman, and Question man. For More than car insurance, they have several different campaigns that launched: Blueprint which is based on graphics but uses the same music on all versions, Casey Mears who is their sponsored Nascar driver, and “That’s Amazing”, where they show an outrageous scene to show how “amazing” it is that Geico saves people money. For the campaigns that just speak overarching for Geico, it’s “The easier way to save” campign. Where they only speak to saving money. The cavemen spots focuses on how easy it is to save money by using Geico.com to get car insurance. “So easy even a caveman can do it” The lizard spots focuses on the actual Geico company and how they provide better solutions for consumers on saving money. The lizard is positioned as the spokesperson of Geico. The question guy was another series of TV commercials questioning whether Geico really saves people money with car insurance, and then questions something outrageous which implies people to think, why would you ever ask such a crazy question if Geico saves money. Of course it does. Geico launched commercials featuring savings on all insurance, more than just for cars. Includes boats, motorcycles, etc. To feature their insurance offers, they also utilized their sponsor Nascar driver, Casey Myers in a few commercials on the motor vehicles he uses and how Geico covers most of what he drives. The “that’s amazing” campaign communicates how amazing it is that Geico saves money for insurance on more than just car insurance (covers motorcycles, boats, RV’s, etc.). The easier way to save campaigns, compares extreme unrealistic ways people save money to just saving money with Geico (not just car insurance). There are easier way to saving money just go to Geico.com to get a price quote. Drives people to the website similar to the Caveman campaign where it’s so easy to save money that a caveman can do it, but that was only for car insurance on Geico.com. Previous campaigns for this includes Geico cash, where it was personified and people try to take it. That was the money that you would save if you used Geico. Their original launch of TV ads were to put as many different rational messages out there for Geico in many different local markets. And with that approach they expanded to developing a number of different TV campaigns to communicate different offerings/benefits of Geico.
Using an earlier icon from the question man campaign “Does Geico really save money on car insurance?”, they’ve develop another commercial to feature the announcement of the Geico app on iphones and ipads. Maxwell the pig is “wheeing” while ziplining. So he can check Geico on the go. End tag: “Everything you love about Geico…now mobile.”
Even on their Youtube page, they bucket out their campaigns via their icons: “Gecko”, “Question Guy”, “Caveman”. With over 40M views of their videos, it shows that consumers like the unique diversified stories they tell.
GEICO has a Facebook page where you can track the Gecko. Where he is, his tweets. Users can provide suggestions of where to go during his tour in the U.S. He would tweet pictures at locations and follow up with his fans. However, the voice of posts on the Geico Fbook page is someone at Geico themselves. The posts are from Ivy, Shay and Andrew.
Geico’s Blog and Geico Now are two other methods where they hold communications. In Geico blog it can be random company events, while also educating people on how to save money on insurance. Where as Geico Now gives you information on new offers as well as articles that relate to Geico insurance, apps, website, etc.
GEICO was looking to build awareness of non-automotive product offerings. Leveraging an existing partnership between the brand and the National Hot Rod Association (NHRA), RedPeg designed and executed a mobile tour interacting with preferred customers and highlighting their total Powersports package (RV, ATV, motorcycle, personal watercraft and boat). A 38’ branded RV served as the backdrop to a footprint where consumers engaged in hot rod themed photo hunt games and the opportunity to win hundred in gas cards. GEICO endorsed Pro Stock Motorcycle racer Karen Stouffer was also on site for meet & greets. A secondary motorcycle specific tour was also created visiting the nation’s premier shows and rallies. A unique gaming element, the Rev-It-Up Challenge, asked consumers to “name that motorcycle” after hearing the engine roar. A 38’ trailer with Plexiglas walls acted as a showroom for GEICO-branded motorcycle
Geico’s icons is so diversified, it’s apparent that they don’t follow any rules. However, to establish such “icons” they keep them consistent and put a lot of long term support behind them. As they expand their campaigns, they tend to borrow equity from other campaigns for new ones. Consistent: Logo, tagline, endframe with logo, gecko, caveman, question guy, pig wheeing may be a new one. * Comparison to Aflac. Stuck with one icon. Geico diversified their icons. Through the launch of the caveman tv campaign, Geico has built a recognition within consumers. They aren’t the more serious type of insurance companies, but takes the act of saving money a little more light hearted. It gets the message across that they are easy to understand and a more informal type of brand. Geico continues using the caveman to build recognition and equity with the consumer. At this point, consumers can recall the tagline: “Geico.com” so easy even a caveman can do it”. Now the caveman campaign has evolved to associating embarrassment with not saving money. The Gecko became the main spokesperson of Geico. Again with its british accent, it shows there’s an easier and “smarter” way to save. It’s almost a mockery that although their communications and tone isn’t “professional” for insurance companies, but either way when you find an easier way to save, it’s always the smart way. The Gecko has a more positive spin to Geico (compared to the caveman clearly being angry by Geico’s tagline), whereas he is the spokeperson of the brand. How does a small gecko with a british accent capture consumers’ mindset that Geico is a “smart” and “easy” way to save money on car insurance. People perceive that British accents makes people sound smarter, and the personality of the Gecko on his “professionalism” makes Geico more than just a joke

Geico case study - Master Brand

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