Well, I finally took the GEICO challenge and, in 15 minutes or less (I clocked it), I saved over $400 on my car insurance.
More than a jingle, GEICO made and kept an audacious, very specific and measurable promise - the specific and measurable part are very important, as it dramatically amps up accountablility. GEICO's promise is easy to immediately see, measure and feel on your 1st encounter with the brand - immediate, measurable, 1st encounter.
Without intending to do so, I have probably told 7 friends, in the last 5 days. This is viral marketing at its best - I am talking because the product and the experience is worth talking about, not because the brand stimulated me to act with a faux or pre-fab buzz or social networking marketing campaign.
Which made GEICO a success - the product or the advertising? Which came first, the product or the advertising? What gives the advertising power? What wins the day with customers?
O.D.O.o.O.D.B.
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