THE ASK AT A GLANCE

March 2026 – How we broke through to Small Business Owners to increased awareness & consideration of GEICO’s Commercial Auto offering?

The Pitch:

A category that only celebrates the pains of being a small business owner.
No one speaks to what SBO’s work means to them.
What their craft feels like beyond stress and confusion.

Where owners often fly under the radar without proper insurance.
Because Insurance is an aspect of the business they dread dealing with,
which takes them away from their passion that got them into the trade.
And right now, Blue collar work has shed its stigma and become something White collar workers dream of.
The satisfaction comes for the tangible, hands-on results.

But insurance isn’t tangible.
An invisible forced requirement that only becomes tangible at the worst times.

How do we demonstrate working with GEICO has the same satisfying results?

Campaign Idea

Feels as Good as…

It just feels good to save on your commercial auto insurance.
How good?  We’re glad you asked.

In classic GEICO humor, the Gecko highlights how satisfying work place wins feel leveraging some surprising guest stars.

CDs: Ken Marcus & Sean Riley
GCD: Justin Harris
ECD: Fabio Costa

Creative Brief

Our Challenge
SBO’s Doubt the Insurance Category
The Category highlights the stress SBOs are under but doesn’t create true understanding of what their work means to them. SBOs trust GEICO, but they doubt the category and often fly under the radar without proper coverage.

Small Business Truth
Satisfaction comes from their crafts’ tangible results
Skilled trades offer a different way of thinking about life and relating to the world. As a byproduct of AI backlash, the trades are becoming an increasingly instagrammable profession, with influencers fueling a resurgence through sharing the “oddly satisfying” in action. But unlike their work, insurance doesn’t have a clear, immediate, tangible result.

GEICO’s Role
Working with GEICO has the same Satisfying Results.
Insurance isn’t tangible. You can’t see or touch it. But with GEICO, the payoff can feel just as satisfying as their craft. The perfect cut. The seamless fit. With 30 customizable coverage options, It’s easy for SBOs to get savings on the exact coverage they need at the right price all in one place.

It feels good to achieve that same satisfying feeling.