Geico: Campaign [image]

Credits & Description:

Title: Condensed Pre-Roll: Campaign
Agency: The Martin Agency
Brand: Geico
Country: USA
Entrant Company: The Martin Agency, Richmond
Advertising Agency: The Martin Agency, Richmond
Production Company: Park Pictures, New York / Cut+Run, New York / Mpc La, Culver City / Artjail, New York
Additional Company: Geico, Chevy Chase
Chief Creative Officer: Joe Alexander (The Martin Agency)
Business Affairs Supervisor: Suzanne Wieringo (The Martin Agency)
Group Creative Director: Steve Bassett (The Martin Agency)
Group Creative Director: Wade Alger (The Martin Agency)
Creative Director: Neel Williams (The Martin Agency)
Executive Producer: Brett Alexander (The Martin Agency)
Account Executive: Allison Hensley (The Martin Agency)
Account Coordinator: Allie Waller (The Martin Agency)
Senior Production Business Manager: Amy Trenz (The Martin Agency)
Account Director: Ben Creasey (The Martin Agency)
Account Executive: John Glomb (The Martin Agency)
Senior Broadcast Producer: Heather Tanton (The Martin Agency)
Associate Creative Director: Mauricio Mazzariol (The Martin Agency)
Producer: Brian Fox (The Martin Agency)
Junior Broadcast Producer: Mary Alice Williams (The Martin Agency)
Director: Terri Timely (Park Pictures)
Executive Producer: Jackie Kelman Bisbee (Park Pictures)
Executive Producer: Dinah Rodriguez (Park Pictures)
Head Of Production: Anne Bobroff (Park Pictures)
Producer: David Lambert (Park Pictures)
Outcome:
Over 20 million views for the campaign, contributing to industry-leading, record growth for GEICO. This campaign put the GEICO message in front of countless new customers and flipped the idea of “pre-roll” ads on its head—from something worth ignoring, to something so entertaining you’d actually watch it again.
Synopsis:
Our task was keeping people from hating an ad they can’t skip. Our goal was to make a breakthrough pre-roll video that would not only get people’s attention, but actually get them to feel good about GEICO while still hammering home our branding and core “savings” message.
Strategy:
Our target audience was YouTube viewers. We knew that this audience finds pre-roll ads annoying, so they “tune them out.” Our strategy was to create videos so disruptive and compelling that people couldn’t help but pay attention, remember the branding and who knows…maybe even watch them again.
Execution:
These :15 pre-roll ads ran as paid media on streaming video sites such as YouTube.
Campaign Description:
We took a typical pre-roll ad and “condensed” it. Literally. Each set was custom-built to the exact 16:9 dimensions of YouTube video player, then crushed down to nothing so you didn’t have to keep watching it. We like to call them the world’s first self-destructing pre-roll ads.