THE ASK AT A GLANCE

October 2025 – How we launched a new line of business for GEICO in the Direct Commercial category?

Small Business Owners Challenge:

While strong GEICO brand affinity carries over from personal, there is a larger barrier of confidence in overall commercial insurance (they doubt the category).

They don’t have clarity on what they need. As a result, they’ve been getting by without proper coverage. 

90% say they lack confidence in their current coverage.

53% say their greatest barrier is knowing what policy and coverage they need

Consumer Truth

Choosing insurance is unrewarding and something they have little confidence in. They struggle to articulate tangible benefits, and see it only as a necessary evil.

While they worry they don’t have the right coverage, they avoid dealing with it.

Strategy

GEICO makes the mud of insurance clear.

We are giving them a better and clearer way to get coverage they’ll feel rest assured in. We are empowering them to take charge, armed with clarity and expertise, so they can focus on their craft that got them into the business.

Creative Concept:

Where You Need Us Most

At GEICO, we’re determined to help you take the wheel of your business’s bottom line. So think of the GEICO Gecko as your wingman, riding shotgun with you in your truck cab. Every mile of the way.

Hero Spots (360 Campaign)

Snuck Up

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