There's Nothing 'Surprising' About Geico's New Campaign
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“We are never sure if a campaign will resonate with our audiences, but we have a pretty solid track record,” said Ted Ward, VP-marketing at Berkshire Hathaway-owned Geico. “The use of testimonials is a tried and true technique.”
The new work will coincide with two new spots from the “It’s what you do” campaign, which began in 2014; both are part of the long-time tagline of “15 minutes could save you 15% or more.” Geico will continue running its gecko brand messaging as well. The new campaign may ultimately replace the “It’s what you do” work.
“Multiple storylines allow us to go into different worlds and pull out what we’re trying to push,” said Wade Alger, group creative director at Richmond, Va.-based Martin. “Because of the amount of media in our spend, it’s nice to have multiple storylines out there to avoid burnout on our brand.”
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