-
GEICO: Commercial Auto & Business Insurance
THE ASK AT A GLANCE March 2026 – How we broke through to Small Business Owners to increase awareness & consideration of the GEICO Commercial Auto offering? A category that only celebrates the pains of…
GEICO: Commercial Auto & Business Insurance
THE ASK AT A GLANCE
March 2026 – How we broke through to Small Business Owners to increase awareness & consideration of the GEICO Commercial Auto offering?
A category that only celebrates the pains of being a small business owner. No one speaks to what tradeowners’ 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 the 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 from the tangible, hands-on results.
But Insurance isn’t tangible. It’s a forced invisible requirement. How do we demonstrate that working with GEICO has the same satisfying feeling as their trade’s hands-on 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 workplace wins feel.
CDs: Ken Marcus & Sean Riley
GCD: Justin Harris
ECD: Fabio CostaCreative Brief
Our Challenge
SBO’s Doubt the Insurance Category
The Category highlights the stress SBOs are under, but doesn’t create a 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. There is a larger barrier of confidence in overall commercial insurance. They doubt the category.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.GEICO’s Role
Working with GEICO has the same satisfying results.
Unlike their work, Insurance doesn’t have a clear, immediate result. 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.
Share this: Tweet -
GEICO: Commercial Trucking Launch 2025
THE ASK AT A GLANCE March 2025 – How did we launch a new Trucking line of business for GEICO in the Commercial category? Results: Trucking growth was so successful among owner-operators that new policy…
GEICO: Commercial Trucking Launch 2025
THE ASK AT A GLANCE
March 2025 – How did we launch a new Trucking line of business for GEICO in the Commercial category?
Results: Trucking growth was so successful among owner-operators that new policy intake must be slowed for the next two years.
CREATIVE BRIEF
Trucking Challenge
Currently, there is little trust in GEICO as a leading Trucking Insurance provider. We haven’t yet earned a reputation with our Commercial Trucking Insurance offering.Consumer Truth
Their insurance goes beyond protection; it opens doors to their livelihood.
The wrong insurance can cost them jobs. If they don’t have the shipper’s or freight broker’s preferred insurance, they won’t get the job. This puts limits on a career that embraces the nomadic spirit.Messaging Audiences:
Concrete Cowboys: These long haulers live life on the road, independently hauling across long distances and proud of their self-sufficiency. But they are an insular community that is mostly unrecognized for their contributions to our everyday lives.Local Haulers: These are local truckers (100-150m range) who haul various cargo (from lumber to gravel for new roads to coal for industry) or even box truckers delivering local goods. They feel they’ve gamed trucking but are not recognized as real truckers by the community.
Strategy
GEICO means serious business.
We need to show GEICO is serious and committed to our Trucking offering to build a reputation. The easiest insurance option for truckers to confidently take the reins of their business.Creative Concept
Legendary Truckers
Truckers are the backbone of this country. At GEICO, we support these everyday working legends with everything they need to take control of their business and their bottom line. So let’s celebrate these hardworking men and women like the true legends they are.
Hero Spots (Full 360 Campaign)
Truck Stop
NanaCDs: Ken Marcus & Sean Riley
CD: Ryan RaabShare this: Tweet -
GEICO: The Gecko Rides with You
THE ASK AT A GLANCE March 2026 – How we elevated our distinctiveness and grew emotional resonance among Motorcyclists who live the lifestyle (Cycle Cultural Fiends)? Or the Gecko gets his first motorcycle. CREATIVE BRIEF…
GEICO: The Gecko Rides with You
THE ASK AT A GLANCE
March 2026 – How we elevated our distinctiveness and grew emotional resonance among Motorcyclists who live the lifestyle (Cycle Cultural Fiends)?
Or the Gecko gets his first motorcycle.
CREATIVE BRIEF
Our Challenge
Become the first-choice insurer for Cycle Culture Fiends.
Progressive leads the pack, outspending GEICO and touting its claim of being the #1 motorcycle insurer. While they just talk at the community, there’s an opportunity for GEICO to show we’re a meaningful part of it.Consumer Truth
While it’s a classic symbol of independence, motorcycling fosters meaningful bonds among riders.
The ride for Culture Fiends is their way to connect with others. For them, riding isn’t just a way to get around; it’s their social world, their heritage, their personality, and what they hold dear.“The motorcycle community is my family and riding is my passion. I always ride in charity rides and runs because it’s who I am.”
“Almost as important as the ride is the place where we get lunch and talk about the ride, everyone shares what they saw and how it was.”
– GEICO Focus Groups, Cultural FiendsGEICO’s Role
Go Beyond the Bike, and Celebrate the Ride.
While others celebrate the feel of their bikes and the unique styles of their hogs, we focus on the stories these motorcyclists define themselves by. With licensed motorcycle specialists who speak the language of riders and 24/7 Emergency Roadside Service, we keep Culture Fiends on the road: so they can chase more miles, make more memories, and share more stories with their community.Creative Idea
The Gecko Rides with You
There’s something special about hitting the open road with others who share the same love for two wheels. Where the stories you share give meaning to the rides. And when you’ve got GEICO, you’ve always got someone riding by your side.
The Gecko gets his first motorcycle (and wears biker leather).
Giving the Gecko his own bike lets him share real rider stories and credibility: he’s out there, making the same on-the-road decisions. Without his own motorcycle, he keeps himself in observer mode, not rider mode. It starts to feel like he’s not truly one of them if he’s just a passenger. This puts him truly out there by your side, feeling and experiencing the same things the motorcyclists do.
Creatives: Eli Reece & Ben Cochran
CDs: Dustin Dodd & Graham Unterberger
ECD: Fabio CostaShare this: Tweet -
Nike: Swoosh 1
THE ASK AT A GLANCE November 2023 – How we launched Nike’s first baby shoe at Footlocker. CLIENT CHALLENGE We need a campaign and activation to launch the Swoosh 1 at Footlocker. Nike is a…
Nike: Swoosh 1
THE ASK AT A GLANCE
November 2023 – How we launched Nike’s first baby shoe at Footlocker.
CLIENT CHALLENGE
We need a campaign and activation to launch the Swoosh 1 at Footlocker. Nike is a leader in style but lags in infant footwear innovation. It’s been over 20 years since we’ve innovated for early walkers. ‘Empowering Adults’ turn to Nike for style, but not as a trusted source for products honed to early walkers and information on child foot development.CREATIVE BRIEF
AUDIENCE CHALLENGE
When people think of Nike Baby Shoes, they think of a miniaturized version of their Nike. The Footlocker crowd decks out the same Nike for everyone in the family.“People come in, and they want matching shoes for their kids. They’ll have one for their whole family… All rocking the same kicks. It’s why we’re sold out of the Air Force Ones. They’re on back order.” – Kids Foot Locker Employee (Ekin)
An audience that has sought out style over function.
INSIGHT
Littles (Babies/toddlers) will only wear these shoes for a very limited time (a new shoe every 2-4 months), the shortest time of any Nike shoe they’ll ever wear. However, that limited time is critical for developing gait, posture, and balance.THE WAY IN
The first shoe made for ‘The Limited Time.’
Showcase the minimal shoe use time as the benefit. Starting a lifetime of movement. This is the first Nike shoe specifically designed for only the baby’s first few months of walking, and it is the first Nike to receive the AMPA seal.CAMPAIGN CONCEPT
It Starts With 1.
Introducing the Nike Swoosh 1, designed for first steps and beyond.The Disruption
THE ONES
The Most Exclusive Shoe. Only for certain people.
Tease the launch of Swoosh 1 by claiming it’s the only Nike shoe that can only be worn for a few months and by a specific type of people.The Reality
The Nike Swoosh 1 helps little kids, and their little feet move beyond baby steps and into a lifetime love of movement and possibilities. It starts with 1.THE ACTIVATION
Truth: When babies learn to walk, one thing is sure: They’re also learning to fall. On average, they fall 17 times an hour. That’s more than professional athletes.A store built only for THE ONES.
A store that showcases everything that goes into the Swoosh 1. A store designed only for littles where they can move beyond the fall.
- Category : Activation, Campaign, Strategy
Share this: Tweet -
Cutwater
THE ASK AT A GLANCE
January 2023 – We need a full-year creative platform that educates consumers about bar-quality canned cocktails, while giving them clear reasons to believe in Cutwater as the superior canned cocktail brand.
CLIENT CHALLENGE
Only 1 in 10 people know you can get a quality cocktail in a can. As the category leader, we must educate consumers that canned cocktails exist while reinforcing our brand superiority.CREATIVE BRIEF
REAL PROBLEM
There is confusion between hard seltzers and canned cocktails. While the hard seltzer craze slows, it still casts a shadow on canned cocktails. How do we stand out from hard seltzers in the ready-to-drink category?
Sales of hard seltzer declined 5.5% in the last year. White Claw, which remains the top-selling seltzer brand, has experienced a sales decline of 7% this past year. But the market is now saturated with more than 300 hard seltzer brands on shelves.
PRODUCT TRUTH
WE SELL ‘A BARTENDER IN A CAN’
Cutwater Spirits currently has 28 types of canned cocktails available, which is by far the largest selection of canned cocktails on the market. We have canned bartender knowledge. Like a magician giving away the secrets of the trade, Cutwater gives the convenience of bar-quality cocktails with no work involved.THE WAY IN
Now, the world is your bar.
CREATIVE CONCEPT
OPEN THE BAR
Share this: Tweet -
Amazon Blink
THE ASK AT A GLANCE March 2022 – We need to create Summer-focused digital campaign supporting a month-long promotion for both customers and prospects. The promotion itself is a standard discount on Blink products, ranging…
Amazon Blink
THE ASK AT A GLANCE
March 2022 – We need to create Summer-focused digital campaign supporting a month-long promotion for both customers and prospects. The promotion itself is a standard discount on Blink products, ranging from ~30-39% off depending on the market and the product.
Communication objective: Blink is having a great deal on their already affordable smart security devices that I should take advantage of now so I can best protect my home, loved ones, and pets no matter where I am or what I’m up to.
BLINK BENEFIT
Peace of mind at an affordable price.
For the price of one pro video doorbell from competitors, customers can get five blink devices to cover their whole homes.CREATIVE BRIEF
CHALLENGE:
We need a creative approach to break through customer fatigue while still highlighting the promotion.
This promotion alone won’t spur people to buy. The length of this promotion, along with the parity of an offline 3P party promo, is going to cause customer fatigue. The discount itself won’t have a WOW factor.THE AUDIENCE
Our homes have become our fortresses of safety, but with spring approaching, a new season of travel begins.
Travel is back after a false start. Unlike earlier in the crisis, when we thought it would end with a celebratory boom, the reality was more uncertain and filled with fits and starts. Many say that’s given them a sense of urgency to lock in travel during this window of relative (COVID) calm before it possibly disappears again.But these homeowners have spent the last few years making their homes their sanctuaries. The Home Improvement market size has exploded from 2020-2022.
THE INSIGHT
People want to make up for years of canceled plans, but years of being cautious have lasting effects.
People are making up for lost time and experiences, but the world is still scary. Just as we had time to plan more elaborate vacations, we’re also considering the supplies we might have previously passed over – hand sanitizer and face masks. Years of being cautious have changed our behavior and given us more time to consider precautions to secure peace of mind.THE WAY IN
Keep home safe while you go on absurd adventures.
This summer, spend on adventures, not peace of mind.’ Blink gives you the peace of mind of whole-home coverage without breaking your travel plans budget. Wherever adventure takes you, Blink is here to help protect your home, from cliff diving adventure travel to camping in the backyard. People are dreaming of wild adventures, but worry about home sanctuaries they’ve invested in.CREATIVE
Do-Nut Fear, Blink Video Doorbell is Here
Life is but a Breeze with Blink Outdoor
Share this: Tweet
