Why is this ad campaign so successful?! Well obviously because everyone loves a talking gecko. Aside from that, this is one of the most memorable campaign ads I have seen. GEICO has had some great campaigns, the gecko being one. I also enjoyed the cavemen ads as well. The Martin Agency has worked with GEICO to produce some of their best campaigns which include the gecko, the caveman, and the Rhetorical Questions.
So what concept did they use for the gecko campaign? They decided to show the benefit of their service..."15 minutes could save you 15% or more on car insurance".
What first impression did they use? They used the useful impression. In other words, appealing to the viewers self interest. They advertised the amount of money one can save while adopting GEICO's insurance services.
The gecko is specifically unique to GEICO. There is no mistaking that the green gecko with the Australian accent represents GEICO. The gecko has most definitely been adopted as the face of GEICO. I'm still unsure why the gecko is so successful, but it works!
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