THE ASK AT A GLANCE

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

Owner/Operator 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 protecting;
it opens doors for their livelihood.

The wrong insurance can cost them jobs. Which puts limits on this career that embraces the nomadic spirit to pave their own path.

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 mostly go unrecognized for their contributions to our everyday life.

Local Haulers: These are local truckers (100-150m range) who haul a variof 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 with our Trucking offering to build a reputation. The easiest, serious insurance option for truckers to confidently take the reins of their business.

Creative Concept

Legendary Truckers

Hero Spots (Full 360 Campaign)

Truck Stop

Nana

Results: Trucking growth was so successfully among owner-operators that new policy intake has to be slowed.