Campaign

Cause Marketing - Distracted Driving

GEICO Smart Dogs

Problem: People need to get smart about their smartphones, but they won't listen to other people urging them to stop their distracted driving habits.

Insight: 36% of crashes caused by distracted driving, causing accidents and increasing insurance claims.

Solution: To reduce the number of distracted driving incidents, we encouraged drivers to turn on do not disturb while driving and also sign a petition online stating that they will not text and drive. 

Audience: Nationwide, 25-54, Families with kids 16+, interest in dogs, interest in philanthropy

Media: TV Channels/Dayparts, Facebook, Instagram, Twitter, TikTok, YouTube, Email

Results: 1 million signatures were acquired from people signing the online petition. Increased brand favorability by 15% over control group. Although this wasn't an acquisition based campaign, 500K acquisition leads were also obtained from the media exposure driven by the campaign. 

Team: Martin Agency, GEICO Production, Inhouse GEICO Social Media (Paid, Earned, Owned)