1. Geico Takes Varied Road To Customers By Adam Armbruster Nicole Franz Julie Papagni Matt Rodger

2. Geico’s Advertising Strategy  Unique practice of running simultaneous and differing television campaigns representing the same product.  Car insurance is boring so they try to make it entertaining.  Geico dominates the television airwaves with so many varied car insurance messages that any competitors TV ads are lost in the clutter.

3. Geico’s “Gecko”  Created as an one time advertising spot to help people remember how to pronounce Geico.  The Gecko developed a loyal following and has evolved into Geico’s self-aware advertising icon.

4. Geico’s Cavemen  Simple creative strategy to tell people Geico is easy to use.  “So easy a caveman can do it”

5. Customer/Celebrity Testimonials  Created from real customer emails about Geico’s great claims service.  Wanted to execute the traditional testimonials in a fresh and engaging way.

6. Strategy for Geico’s Success  Great employees  Call to action advertising  Strong brand personality  “Frequency of message” is the secret to successful long-term campaigns.

7. Geico’s Marketing Success  Fastest growing car insurance company in America.  Premiums were 3 billion in 1998 – More than 11 billion in 2006.  The size of Geico has nearly quadrupled.  Geico’s brand recognition is in the high 90% range.  The gecko was voted America’s favorite Ad icon in 2005.

8. Sources  http://www.tvweek.com/article.cms?articleId=31622 http://www.tvweek.com/article.cms?articleId=31622  http://www.youtube.com/watch?v=kVVSmnnqfvc http://www.youtube.com/watch?v=kVVSmnnqfvc