Geico has introduced its largest marketing campaign to date, comprising eight separate campaigns across seven insurance lines of business.
The campaign includes 60 spots airing on streaming TV and online video, supported by 54 social media ads, 50 audio ads and approximately 600 mid- and lower-funnel assets.
The initiative targets a range of markets including auto, home, boat, motorcycle, RV, renters and two commercial auto segments.
Each campaign is customised to address the specific needs of its respective market, while common themes of humour and a customer-focused perspective are maintained throughout.
The campaign seeks to reach both traditional and less highlighted markets, such as renters and commercial auto. For example, the renters insurance ads focus on younger consumers, emphasising how the product can provide peace of mind. Similarly, the boat and RV insurance campaigns feature creative storytelling that highlights the experience of using these products.
Geico has shifted from its typical use of its brand mascot to a more personalised messaging approach that centres on customer needs. This allows the company to tailor communications to the unique demands of each insurance segment.
The campaign reflects Geico’s effort to deliver targeted messaging across multiple channels to engage a broad customer base.