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

Nana

CDs: Ken Marcus & Sean Riley
CD: Ryan Raab