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 Costa

     

    Creative 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.