Why buy from Geico?

“Geico is a perfect example of why positioning matters. Why buy from Geico? To save money. This is the core of the brand.

Geico is a reputable company with low rates. Geico doesn’t promise the best service or the most complete coverage. It

promises low rates.”

Professor Tim Calkins out of the Kellogg School of Management

“Geico is a perfect example of why positioning matters. Why buy from Geico? To save money. This is the core of the brand.

Geico is a reputable company with low rates. Geico doesn’t promise the best service or the most complete coverage.

It promises low rates.”

To Tim’s point, when you have a singular brand focus and idea, customers have total clarity on what you are and what you are not.

And to Geico’s credit, it has stayed true to the same brand positioning relentlessly for almost 20 years with arguably one of the longest-running call-to-action strategies and taglines in

recent history.

“15 MINUTES COULD SAVE YOU 15% OR MORE IN TV COMMERCIALS”

Because Geico hasn’t moved from its positioning, has stuck with a target segment that values price over paying for a traditional agent network model, and has continued to beat a steady, relevant drum through a series of clever ads and characters—whether its cavemen, pigs, the gecko, banjo players or the newly minted camel of Hump Day

fame—

customers know exactly what to expect from Geico.

Geico has also kept the conversation light, juxtaposed against Allstate’s darkerMayhem.

Yes, the Mayhem campaign has a lot of ground to cover in auto, home and life and Dennis Haysbert’s booming voice reminds us how important insurance is.

However, consumers continue to write the rules on how brands should be built. They need products and services that fit into their lives, with the price/value equations they

are looking for, communicated in authentic, genuine and consistent ways.

Geico has built a brand for these times and for the segments of the market that will help them drive disproportionate growth.

And growth seems to be the key word when talking about Geico

Give the gecko a raise. Geico’s green mascot and its other anthropomorphic spokesmen pitched their way through $935 million in advertising in 2013, almost three times the average spent by the rest of the 10 biggest insurance companies.

State Farm’s and Progressive’s advertising budgets, at $608 million and $604 million, respectively, won the companies corresponding gains. State Farm collected a 5 percent increase in premiums; Progressive (PGR) saw 6.5 percent growth. Allstate—think the “Mayhem” character and Dennis Haysbert—spent $655 million on ads and achieved a mere 3.5 percent growth.

Innocence, fun and simple

Landing Page

Brand & Marketing

Claims ManagementProduct & Pricing Post Sales ServiceSales & Distribution

Landing Page

Brand & Marketing

Front page is simple, straight to the point with the get a quote. It really

only sends customers down either path

New Customer and existing customer.

Geico is present but is not overly involved.

Feels like a google product?

Home Insurance Page

Brand & Marketing Brand &

Marketing Sales & Distribution

Nice clean quick quote.

The map pin is not a active button to find yourself.

Nice clean buttons

Allot of info with no clean break or hidden info.

Nice reinforcement of the brand

Personal statements that ease the customer in is a

strong trend

Again simple design with icons.

Just gets buy without an information overload.

Simple need to know. ( not everything and the kitchen

sink )

Weird that this information is so far down?

Pre Quote Engine

Brand & Marketing Product & PricingSales & Distribution

Gecko reinforces the brand, I think if he was not

present that this part of the site would feel broken.

Liberty Mutual is confusing. Quick

questioner is interesting but for the effort entering

could be put to better use.

Liberty Insurance Pre Quote Engine For NY resident's.

Brand & Marketing Product & PricingSales & Distribution

Taken to the form screen. Feels like a dashboard

more than a form. It makes me feel in control.

Could our form be a place that our customers could

own?

The meu is nice, its bite sized chunks. Also because the dashboard is defined, I know I will not be overloaded with a

long list of information.

Not hugely needed but does it does give the

feeling of ownership on the form? I wonder if this

causes customer aware to enter details more

correctly?

We want to capture the name and details of your customers. But they need to enter these details every time for a new quote?

Could we get them to create a my Axa account in the process?

Could this be a log in through social media for a less painful experience?

Not hugely needed but does it does give the

feeling of ownership on the form? I wonder if this

causes customer aware to enter details more

correctly?

Liberty Insurance Pre Quote Engine For LA resident's.

Brand & Marketing Product & PricingSales & Distribution

Fantastic progress bar to allow customers an easy navigation. Also you know that you are only 4 steps away.

Again easy contact details, Also I love the quote info. Could be made easier, Could you send it to yourself in a email for ease?

Customer info.

I feel like this has been made to be as simple as possible.

With such a short feedback loop it does not feel like a large task

Also half is already filled!:D

Bar is present always at the top after the quick customer info page customers will feel positive.

Great spacing between all the boxes. Which are one of the biggest I have

seen across competitors.

Also rounded corners.

Clean question buttons

Nice sized buttons

A little too big in some places but due to the design. When they are this

clean it doesn’t matter.

Nice use of color, It’s the only place in this form that orange is used.

This was slightly annoying as I have jumped through hoops! I cant even

go back to maybe fix an error.

A customer needs proof!!!!