Promotion
Awareness of GEICO has soared in recent years, thanks to a large increase in television advertising. The company uses humor to differentiate the spots from the serious tone found in most insurance advertising. Ads such as a dog laughing at his owner’s insurance bill and a claims spot showing a jogger colliding with a fake deer convey an upbeat tone for a product that many consumers view as a necessary evil. Of course, too, there’s the GEICO Gecko, the company’s hugely popular “spokescreature” that burst onto the scene in 1999 in a 15-second “press conference” spot that made him a star.
Since this first ad appeared, the Gecko has starred in numerous commercials, several direct mail campaigns, and outdoor advertising. The campaign has proven hugely successful, particularly among children. These youngsters may not be of driving age yet, but it’s never too soon to familiarize them with the GEICO name or have them influence their parents’ purchasing decisions.
