There has been a definite shift from a traditional advertising
approach to a “whimsy and wit” marketing approach, as a way to build
their brand identity with name recognition and a
compelling status.
This shift to unconventional marketing is actually
now called the “Geico Effect” because the lighthearted campaign has had
such a strong appeal. Even their competitors, Progressive and Allstate,
have embraced this idea. This shift to unconventional marketing is now
moving into other industries too.
The reason this lighthearted
approach works is that consumers are hit with so many messages every
day, and the comedic aspect is appealing to them, according to Liz Ball,
the President of TFI Envisions, a studio that runs ad campaigns. She
says that traditional advertising simply gave the consumer information,
but that a campaign with a lingering appeal is good, especially with a
service company that is harder for consumers to compare than with
physical products.
