THE ASK AT A GLANCE

Feburary 2025 – How we shifted perception of GEICO with the campaign All About You?

Creative Brief

Our Challenge
While the category optimizes for price, families judge value by how quickly and confidently life gets back to normal. And that gives us a space to uniquely own.

Consumer Truth
When something disrupts their lives, people wish insurance would simply handle it. Instead, it turns into another drawn out process they have
to manage.

“You feel like you’re just one of the 1000s of people on the insurance plan.” – Daniella
“Do not tell me two days and then it turns into two weeks.” – Daisy
“When you get transferred, it feels like nobody owns the problem.” -David
“You just want one person to handle it, not five departments.” – Kim
“Those things are long and drawn out… it’s already truly stressful… time consuming.” -Deborah

GEICO’s Role 
Use GEICO’s service strength (97% customer satisfaction on service) to reset expectations from basic cheap car insurance, showing we can take care of complex insurance moments and reduce disruption for families when it counts.

Creative Idea

All About You

Life has a way of becoming all-consuming. Whether it’s a small claim, a breakdown, a rate hike or something small like a fender scratch, you end up waiting, haggling, holding, budgeting and battling, and suddenly this minor insurance matter takes over your whole life.

GEICO stops that spiral with fast claims, superior care, and real human support that puts you first, so it stays all about you, not what went wrong.

ACDs: Blair Seward & Elizabeth Daniels
CDs: Ryan Rabb & Allie Nordstrom
ECD: Fabio Costa