THE ASK AT A GLANCE

November 2025 – Create a New Brand Platform: How we reasserted what has always made GEICO different, to challenge the industry that’s gone transactional, and to make people fall in love with the GEICO all over again?

Brand Strategy:

GEICO Perception Challenge
People believe GEICO is a starter insurance, only good for cheap car insurance with funny commercials. How do we make them feel more than that?

The has category is running away with our playbook, but people aren’t sticking around with any brand. In fact, its become a wide spread bi-annual behavior to search for a cheaper policy.

50% increase in the cost of car insurance since 2021.
8/10 American drivers say insurance prices are unaffordable.
57% of customers are shopping around for a new insurance plan.

Sources: Newsweek; J.D. Power 2024; 2025 State of the American Driver

The Truth is people feel a lot of feels about insurance. And it’s rarely good.

Feel alone. “Insurance never feels like they’re fighting for me. It feels like I have to fight them.”-Gabby
Feel unloved. “I’ve been with mine for years and they’ve never offered me anything.” -Catherine
Feel cold. “You’re calling scared and they’re reading from a screen—it’s cold.” -Brandi
Feel rushed. “They always rush through the claim but never explain what’s actually happening.” -Tyler
Feel forgotten. “Every time I call, it’s like starting over. They don’t remember me or my claim, and it’s exhausting.” -Mateo

We need to challenge the transactional nature of the category by showing people what it feels like to be a GEICO customer.

Revisiting our history:

GEICO was founded with a simple but radical idea: Put people first.

While others kept business hours, GEICO led the way with 24/7 service. In the 1980s, GEICO introduced a 24 hours a day, 365 days a year telephone service for claims, sales and service. This people-first model remains today, though adapted for a more digital world and experience.

While others treated digital as an afterthought, GEICO put policies in people’s hands. Fifteen years after launching its first website, GEICO became the first insurance company to provide the ability to not only get a quote online but buy a policy right from your iPhone or Android mobile device.

While others sold fear, GEICO famously humanized the category in advertising. From a talking gecko to cultural humor and real-life stories, GEICO made insurance approachable, entertaining, and emotionally resonant—redefining what it means to connect with consumers.

Imagine what would happen if we gave people reasons to feel something good from their insurance company?

Brand Platform

It Feels Good to GEICO

Group Strategy Director: Andrew Augeri
Strategy Director: Sean Boutchard
Strategist: Andre Harrell
Strategist: Charlotte Bryant