Campaign

Integrated Marketing - Best of GEICO & Sequels

Problem: GEICO was coming up on a very competitive season and needed to get engagement in the brand for top of mind awareness. Our customers commented how much they love some of our most memorable ads, so we tapped into that nostalgia and developed Sequels, and encouraged brand love through a contest that would allow the customer to be featured in their very own GEICO ad. 

Solution: Make humorous spots continue where the original ads left off.  We encouraged fans to vote on their favorite GEICO sequel and enter for a chance to win a spot in a GEICO ad. 

Audience: National, 25-54

• 1st party audience - current customers (first access to ads)

• 1st party audience - prospects 

• 3rd party audience - social GEICO followers/enthusiasts

• 3rd party audience - interest in entertainment and/or nostalgia

Media: TV Channels/Dayparts, Facebook, Instagram, Twitter, TikTok, YouTube (Sequential Advertising), Email, Movie Posters at Cinemas, Billboards

Results:  Improved unaided awareness by 10 percentage points. Increased acquisition by 200x during campaign period. Exceeded voting goal by 1MM votes.

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