BLOG POST #1: Campaign Planning

30 Aug

This week, your reading and class discussion will address the planning and strategy behind an ad campaign.  Therefore, this blog post will do the same.  You will be looking at a current and ongoing ad campaign and analyzing the strategy behind it.

Geico is a company that has created several successful ad campaigns.  They have also been able to develop and simultaneously sustain several different creative concepts.  This is a difficult feat and Geico has performed it well for years.  Their newest effort is the “Rhetorical Questions” campaign.  The campaign launched late in 2009 with several short TV spots, some of which can be found here.  A newer example can be found here.

For your post, you will need to comment on the strategy you see in the campaign.  Following are some thinking points.  These points are intended to help focus your thinking and to prompt you if you’re having some trouble coming up with some comments.  You do not need to answer all, or any, of the points in your post.

  • What are the objectives of the campaign? Do the ads successfully accomplish those objectives?
  • Who is the target market for these ads? Consumers? Customers? What are some demographic, psychographic or behavioral variables that these ads target?
  • What is the creative idea or concept behind these ads? Is it appropriate?  Does it work?
  • This campaign primarily utilizes television.  Is this an appropriate media strategy?  What other media, if any, might also be effective?
  • What were your initial reactions to these ads? What do they say about the strategy behind the ads?

Remember that your post must have a minimum of 150 words and be timestamped by midnight Thursday. Also feel free to find inspiration in the other students’ posts.  Just give those students credit in your post.  Please e-mail me with any questions.  Happy blogging!

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12 Responses to “BLOG POST #1: Campaign Planning”

  1. Samantha Montgomery September 1, 2010 at 1:49 am #

    The Geico ad strategy takes a new angle in the advertising world. It is successful because it allows consumer to recall moments of their childhood. For example, in the little piggy ad, I thought of my father telling me bedtime stories. Elmer Fudd was also a big part of my childhood and my dad’s childhood as well. Geico does an excellent job of incorporating different hobbies or likes that people have and incorporating them into the commercial. Too Tall Jones appeals to those who like sports. The fiddler could appeal to those who enjoy music, or more specifically country music. While these ads are entertaining, they also give a sense of light heartedness. The strategy is affective; it makes one recall times of happiness or silliness. In this way, one can begin to connect Geico to childhood, sports or music. It allows a relationship to form between a commonality and the company that is Geico.

  2. Jordan MacConnell September 1, 2010 at 8:55 pm #

    The Geico advertisement campaign is aimed toward anyone who owns a car and would need car insurance. It is targeted toward consumers and potential customers. I think it was time that Geico introduced a new campaign instead of just the gecko and stack of money. I think their new campaign is definitely getting them noticed if nothing else. The commercial with the pig that goes “wee, wee, wee” all the way home is one of the funniest commercials I have ever seen. That advertisement alone has had close to 3 million views. I think that humor is usually a great way to go with advertisement campaigns. Humor usually gets an advertisement talked about more than anything, and word of mouth is one of the best ways to promote a company. The idea could get old soon though and a little repetitive so I hope they have another idea to throw out there, but for now its quite successful.

  3. Sarah Cunningham September 2, 2010 at 1:24 pm #

    When I was reading the prompt for this post, I was sitting in my living room watching TV and, coincidently, one of Geico’s new campaign ads was being played. Like Jordan mentioned, I think that Geico made the right move by averting from the gecko and stack of money and take an approach that was actually humorous. Also, the fact that they have such a wide set of renditions of the same ad makes them more memorable and people are more inclined to watch to see which ad it actually is – the little piggy crying wee wee wee or will it be Charlie Daniels playing a mean fiddle? I also like the rhetorical question spin on the ad – it adds another element of humor because the point of the ad is supposed to make you realize, “Duh Geico can save you 15% or more on car insurance.” Overall, I think that Geico was very effective in their advertisement campaign plan in that they correctly analyzed their evaluation and saw that what they had worked for a while but its audience was in need of something new and different.

  4. Shelby DuBois September 2, 2010 at 4:12 pm #

    I think that Geico realized their previous ads just weren’t “cuttin’ it”. They were obnoxious, not funny, and quite frankly, poorly represented the company. This new campaign is innovative and can appeal to different types of people on many levels. It appeals to all just by using humor, which almost every person can appreciate. I like how they use the “rhetorical question” to prove their selling point, which is that they are one of the best money-saving car insurance companies out there. They ask “Can Gico really ave you 15% or more on your car insurance?” and then ask a completely obvious “Duh!” question as if to say, “are you kidding, of course Geico can save you 15% or more..isn’t it common knowledge?” which make the ad informative, confident, and funny; a winning combination on my opinion. Geico also does a good job of making their ads appeal to all types of people and all ages. The fiddle one appeals to people that enjoy music, the “too-tall” Jones one appeals to sports fans, or more specifically, the younger to middle aged male bracket target audience. The Elmer Fudd and pig commercial, while funny to anyone, also appeal to children; I find it interesting that they target children as well even though they are technically selling car insurance. I think that overall, the campaign is effective and enjoyable.

  5. Ralph Fritz September 2, 2010 at 4:46 pm #

    Geico has had several successful ad campaigns in the past featuring frustrated cavemen and an anthropomorphic gecko (and stack of dollar bills), but the most recent endeavor involving the rhetorical questions seems like a flop in a series of successes. Perhaps I just lack the sense of humor that these commercials appeal to, but I think that this constant reinvention of the brand’s television ads is pointless. Even as I wrote this, I had to do a google search just to be sure that Geico were the people that brought me the caveman commercials- simply because of the proliferation of Geico advertising. I don’t know what the average length of a given campaign is before a company makes such drastic changes, but I would bet that it has decreased over the years because of one key factor that has been affecting the sense of humor of this generation: the internet. Perhaps Geico is trying to have commercials more like ‘viral videos’ (which is working for brands such as Dos Equis and Old Spice). If that’s the case, this one is still falling short in my opinion. I can’t remember one rhetorical question that would be worth re-telling later.

  6. Molly McGranahan September 2, 2010 at 6:32 pm #

    I am not somebody who watches very much television, but even I instantly recognized Geico as the car insurance company whose advertising stars a small gecko. I had not seen one of their new rhetorical question ads before now. While I did find all the new commercials humorous, part of me was still expecting the gecko to appear. I am not arguing that these new ads will not catch the consumers’ attention, because they most definitely will through their comedy; but I believe that people’s familiarity with the previous Geico ads may hinder their sales. In the new ad campaign, the word Geico is actually only mentioned once, in the opening sentence. In the old campaigns, even if you caught the commercial halfway through, you would know by the gecko’s appearance that it was an advertisement for Geico. While I still believe the ads are going to be successful for the company, I would have liked to see the gecko emerge, even if it be at the end of the comedic portion of the commercial. The gecko ad campaign also made it much easier to advertise in different sorts of media rather than just television. It would be rather difficult to illustrate their rhetorical question theme, for example, in a newspaper, whereas it would be quite simple to plop a picture of their infamous gecko on the page.

    Molly McGranahan

  7. Ollie Birckhead September 2, 2010 at 7:54 pm #

    The Geico “Rhetorical Question” advertisement’s main objective is to convince viewers to purchase auto insurance from Geico. By comparing the question of “Can you save money on car insurance by switching to Geico” to other questions with obvious, often humorous answers, the consumer, caught off guard by the humor of the ad, is (hopefully) more susceptible to buying Geico auto insurance. At the same time, people who already use Geico are reaffirmed in their choice of insurance provider. The target market for these ads are adults, aged (approx.) 18-50. This is the demographic that still watches TV regularly and who are concerned about auto insurance. I personally find these ads very effective and funny. They are among the few ads of which I get excited about when a new one begins airing. These are substantially more effective than the “Money watching” ads (that feature “the money you could be saving” eerily peering at the viewer.) I find these ads Orwellian and terrifying.

  8. Nick Tsangaris September 2, 2010 at 8:42 pm #

    The Geico “Rhetorical Question” ad campaign uses one of the most important aspects of getting consumers attention and keeping attention: humor. The demographics that Geico is targeting are people who need insurance, so clearly the first and most clear option is the teenage audience. Teenagers, more than any other demographic, use technology the most, and therefore see the most commercials. So Geico realized one way that a commercial can be remembered is to make it funny. The commercial will now become part of what teenages talk about in conversation. And in my opinion, the most powerful form of succesful advertising is word of mouth. So if Geico is constantly tied to funny commercials, that ensures that the brand will never die out.

  9. Nick Tsangaris September 2, 2010 at 8:46 pm #

    The Geico “Rhetorical Question” ad campaign uses one of the most important aspects of getting consumers attention and keeping attention: humor. The demographics that Geico is targeting are people who need insurance, so clearly the first and most clear option is the teenage audience. Teenagers, more than any other demographic, use technology the most, and therefore see the most commercials. So Geico realized one way that a commercial can be remembered is to make it funny. The commercial will now become part of what teenages talk about in conversation. And in my opinion, the most powerful form of succesful advertising is word of mouth. So if Geico is constantly tied to funny commercials, that ensures that the brand will never die out. Also, by having the underlying theme of the campaign be rhetorical questions, it makes it seem that whoever does not know Geico is the best provider of car insurance is just dumb. “It’s common sense that Geico is the best insurance, just like it’s common knowledge that the little pig went wee wee wee all the way home.”

  10. Vanessa Felipe-Morales September 2, 2010 at 9:33 pm #

    Geico does creatively get their objective across to the consumer that Geico can save you 15% on auto insurance by comparing this fact to several other well-known and entertaining facts that will appeal to and grab the consumer’s attention. The “Rhetorical Question” answers itself through depiction, which makes it a good television campaign. The little piggy campaign, which I personally found to be particularly annoying, would be an example of one that could also be portrayed in a radio ad because it could be more audio based rather than visually based. Elmer Fudd and Charlie Daniels could also be placed in both medias, whereas Ed “Too Tall” Jones wouldn’t benefit from a radio advertisement in the same respect. I can’t imagine these ads would have the same humorous effect in print as they do live.

  11. Lisa Selnick September 2, 2010 at 10:34 pm #

    The objective of the campaign is to tell the audience that if one uses Geico they will save 15 percent or more on car insurance. The campaign incorporates a humorous common sense technique to show the public they would have to be stupid not to believe them and to not use Geico. The examples they use are dry comedy that appeals to older adults, especially older men or fathers of a suburban household. I do think it is appropriate and very dry humor because the older generation has a different sense of humor than younger generations. My initial reaction to the ads is that it is enjoyable and I like the theme. I think that radio could also be effective method with a funny skit almost much like how Budlight has the radio campaign going with a humorous skit. I think the strategy behind the ads is to somewhat capture an older crowd but reach out to sports fans, cartoon fans, and those that appreciate music. They use the very random approach of things such as Unsolved Mysteries, Looney Tunes, sports, nursery rhymes, and music to capture a wide range of people.

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