Geico is debuting three new commercials featuring icons from the past and they're not starring the popular cavemen. The Flintstones, The Beverly Hillbillies and Cabbage Patch Kids will be outed as having Geico insurance.
More on Geico's New Commercials:
Fictional Ben Winkler from the Cabbage Patch Kids stars in another version. As a child star, Winkler had it all but when he grew up, he dropped out of sight. Then he switched to Geico and landed a starring role on a reality TV dance show.
Jed Clampett, of The Beverly Hillbillies, struck gold by switching to Geico. He saved money and was able to move his family to Beverly Hills.
The Martin Agency of Richmond, Virginia, created the new spots. Spending for the latest group of ads wasn't disclosed but Geico has already spent $140 million on advertising between January and June 2007, according to Nielsen Monitor-Plus. Last year Geico spent $558 million in advertising.
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More on Geico's New Commercials:
Fictional Ben Winkler from the Cabbage Patch Kids stars in another version. As a child star, Winkler had it all but when he grew up, he dropped out of sight. Then he switched to Geico and landed a starring role on a reality TV dance show.
Jed Clampett, of The Beverly Hillbillies, struck gold by switching to Geico. He saved money and was able to move his family to Beverly Hills.
The Martin Agency of Richmond, Virginia, created the new spots. Spending for the latest group of ads wasn't disclosed but Geico has already spent $140 million on advertising between January and June 2007, according to Nielsen Monitor-Plus. Last year Geico spent $558 million in advertising.
Geico’s advertising strategy is great in its ability to destroy most of the cliche’s around todays branding. It defaults to the old days of AIDA (attention, interest…..). The ad’s engage your brain due to the apparent message disconnect and then involves the brain in idocy of the vignette. These ad’s would likely have little brand recall if they weren’t combined with a sufficient media plan to cement the impressions and connect the vignette back to the brand. Impressions through interruption and involvement wins the day for Geico. The creative also develops internal brain buzz and likely social buzz as well. Net, a strategy that steps on the back of the necks of the brand theory geeks because it simply works to create company and product awareness and recall. Different rhymes for different times.
I think Mark nails it! No revenue at the end of the Flintstones or Hillbillies for Geico on this ‘go-round e.g. Cavemen and the series though.
It appears that Geico is moving towards advertising for attention or buzz. This strategy seems to be very effective in the auto insurance area because there are very little differences between the services that different companies offer. Therefore name recognition will play a vital role in ensuring success.
Smart folks over at Geico’s agency. Would love to see commercials that feature the “Lost in Space” crew, The Munsters, I Love Lucy and Little House on the Prairie!