For this blog, I chose a series of ads that are both creative and strategic. Ads that sell GEICO insurance.
“Unskippable.” Courtesy of The Martin Agency. Hilarious? Yes. Creative? Yes. Quirky? A thousand times yes. All the things we’ve come to expect from the brand that brought us “Hump Day” and the camel we once loved, but now hate with a passion.
For a sec though, let’s take a peak behind the entertaining curtain and explore strategy. On the outside, these spots look like your regular 60-second television buy. But really, they’re pre-roll spots – the digital ads that play before the content you really care about. If you’re like most, you skip these and get right to good stuff. This behavior is what drives the creative here – a stripped down selling proposition that fits into the first 15 seconds of the ad. Genius right?
Wait. Aren’t GEICO commercials supposed to do more than just sell insurance? Where’s the quirkiness? Where’s the camel, damn it?! In other words, where’s the carrot you’ve previously dangled before us with spots like Hump Day? Well, it’s right there friends. Right there at the end of the commercial (which you normally skip). Keep watching won’t you? Genius right?
Well, how about this. This campaign is genius because it helps GEICO achieve something that is crucial to its current competitive strategy.
For months now, esurance has claimed 15 minutes to save 15% on car insurance is absurd. Remember when GEICO used to say that? Notice how they don’t really say that anymore? Maybe because it doesn’t represent their brand anymore?
In my opinion, these spots brilliantly put distance between GEICO and their old brand mantra. The message here is shorter. The message here is sweeter. The message quite simply says “savings.” Take time out of the equation. Time doesn’t matter. Why? Because someone can always do it faster.