iMedia 25 - 2012 Brands Pioneering Online Video

When it comes to pleasing online video audiences, Geico has a lot of things going for it: a lizard with a funny accent, billionaire owner Warren Buffet's willingness to spoof rocker Axl Rose, and even a pair of cavemen who seem incapable of bowing to the prospect of extinction. All of those things have helped Geico reach more than 11.8 million views online. But the same data shows that Geico's biggest hit came from its "Really Save" campaign, which earned just over 7.1 million views and 15,702 comments. The campaign features an "overly serious, hardboiled question guy" who asks and answers an inexhaustible list of questions. While the queries are certainly funny, the campaign uses that humor to underscore the one question Geico wants insurance buyers to ask: Can Geico really save them money on auto insurance?

But while Geico may have an embarrassment of online video riches, each of its videos shares a similar, humorous tone that mocks the overly earnest car insurance commercial genre. So while there may not be any real link between Warren Buffet and the Cavemen, Geico's tone is so specific that its ads are fast approaching a level of recognition that will allow the brand to rollout new campaigns that online audiences will instantly identify with the insurer's unique style.

Agency: The Martin Agency

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