FC NOW: The Fast Company Weblog
June 27, 2007
Geico’s Gecko Gets Action
So here’s a question for you ROI vs creativity freaks out there: Is the growth in Geico’s market share --- the only player in the auto insurer category to achieve double digit growth over the past four years --- a function of its massive media spend (a whopping $501M in measured media, nearly twice that of any other insurer), or of its clever advertising? You’d have to be one of those effete “we never watch TV” types not to have seen Geico’s gecko, its disgruntled cavemen, or its B-list pitchmen spots at least once or twice over the past year or two. And if you watched the NBA finals, you can probably recite the scripts.
Advertising Age today documents the stunning results the company has gotten for its efforts. Meanwhile, we went behind the scenes at the Martin Agency, an ad shop in Richmond, Virginia, where the campaigns were hatched. So what is it? Engaging advertising or sheer ubiquity? Or something even more radical: a great product?
Posted by Linda Tischler at June 27, 2007 3:10 PM | Category: advertising + PR |
6 Comments
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I think it has less to do with the amount and quality of advertising, and more do with the fact that they offer in most cases the cheapest rates. There are many insurance comparison shopping engines. Of course, if they offer the cheapest rates and spend more in advertising, one has to wonder where they're saving costs. Probably in the quality of the coverage.
What about esurance? They seem to the ones who'd give some competition to Geico in terms of growth...
You bet it's the fact that a memorable advertising image (Gecko) reinforces the funny name of Geico. Any kind of communication or change of behavior requires making a connection between the visual and the product -- and most of the SuperBowl money went down the tube because of that.
If you're creating some kind of content that you want people to remember:
1. Keep running it long after you're tired of it.
2. Make very small changes
3. Link your product/name/image to the ad -- don't just entertain or amuse
Those rules apply to learning, as well -- I know, 'cuz I do that for a living.
The Gecko is better than using uncle sam to hawk your wares.
G.overnment
E.mployees
I.nsurance
C.O.rporation
You bet it's the fact that a memorable advertising image (Gecko) reinforces the funny name of Geico. Any kind of communication or change of behavior requires making a connection between the visual and the product -- and most of the SuperBowl money went down the tube because of that.
If you're creating some kind of content that you want people to remember:
1. Keep running it long after you're tired of it.
2. Make very small changes
3. Link your product/name/image to the ad -- don't just entertain or amuse
Those rules apply to learning, as well -- I know, 'cuz I do that for a living.
What is important here is that Geico has matched what they say with what they do. You can have a great brand, but if it doesn't line up with the actual experience of your brand... then you have nothing. Geico does what their brand promises they do. Combine that with the market saturation of their brand and you have a winner.