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Dive Brief:

• Geico released its largest creative slate to date, spanning eight campaigns across seven lines of business, according to information shared with Marketing Dive.

• Each campaign is tailored to the specific needs of a different insurance market, including auto, home, boat, motorcycle, RV, renters and two commercial auto segments. While each campaign has its own messaging, common themes of humor and a customer-first point-of-view run throughout.

• The entire creative push includes 60 spots spread across streaming, TV and online video. Other campaign elements include 54 social ads, 50 audio ads and approximately 600 mid-and-lower funnel assets. 

Dive Insight:

Geico’s latest creative effort, which was developed in partnership with The Martin Agency, is meant to encompass multiple insurance markets while maintaining a consistent brand image. Humor and value play a central role in all eight campaigns and the insurance company is hoping to spotlight overlooked markets, such as renters and commercial automotive. Creative has been rolling out over the summer months. 

In “Subconscious News,” Geico appeals to young renters. In the ads, consumers are able to put aside some of the worrying that comes with adulthood through renters insurance. In “Land You vs Boat You” and “Home You vs Road You,” characters are transformed as they use their boats or RVs. “Legendary Truckers” and “When You Need Us Most” targets the commercial auto markets while “Nothing Can Stop You” is meant to appeal to cyclists. “Geico Works For You” and “Low Key a Big Deal” are for the home and auto markets, respectively.

The customer-first approach allows Geico to take a more personalized approach to each market than the brand’s frequent approach of spotlighting its brand mascot. Putting customer needs at the center of the messaging allows the company to target ads that speak to the unique demands of each market. 

“This body of work represents a deep commitment to understanding our customers’ unique needs across all our offerings. It demonstrates our dedication to crafting compelling creative that truly resonates, no matter how they choose to interact with Geico,” said Sialoren Spaulding, Geico’s director of marketing, brand & creative in press materials. 

Humor has often been a core tenant of Gieco’s advertising. For example, in the lead-up to Super Bowl LVIII, the insurance company released a mockumentary on its mascot. Done in the style of ESPN’s “30 for 30,” “Legend of the Lizard” was released on both YouTube and TikTok.