In today's over communicated world in which people are very busy and distracted, often multitasking, advertising needs to be highly entertaining to break through the clutter. After that, it needs to have a very simple message that it quickly and consistently communicates. Only when these two elements exist - (1) entertainment and (2) quick, simple and consistent message - does the brand break through the clutter and build memory triggers and associations.
GIECO does this exceedingly well. GEICO's very succinct and consistent messages:
- GEICO - Fifteen minutes could save you 15% or more on car insurance.
- If you want to save 15% or more on car insurance, you switch to GEICO. It's what you do.
To see how they have succeeded with this, click here to view some of their more recent highly entertaining ads.