I am relieved. So it's not just me. Last night's premiere episode of 30 Rock had both Liz and Carol wondering why Geico has four spokesmen. Here's how it goes: we have the Gecko with a cockney accent, the confused and sometimes angry caveman, the stack of money with googly eyes (yeah, creepy!) and of course, the fake Rod Serling guy. Why do they need so many characters and so many concepts? I can't figure it out...can't say I haven't tried though. Maybe this is exactly what they want, everybody talking and wondering. With a considerable media budget and a motley of accents, attitudes and ideas, maybe stickiness is what they are after. If so, they have got the right ad mix.
Also, no matter how good a commercial is, it becomes repetitive after a point so brands sometimes take on new scripts with the same spokesperson. If that too gets boring, a brand new spot is released.
Geico on the otherhand has multiple spokespeople at any given time, taking the variety to another level. But sometimes quantity affects quality and that is why not all Geico commercials are engaging or funny.
If it's a strategy, it needs to be stream-lined. Maybe have just two spokespersons at a time. Saves advertising dollars, keeps us guessing and doesn't take away from the visibility.
On a personal note, I am not too fond of reptiles but find the Geico gecko exceptionally articulate and funny...the rest of them I don't get so much. As far as their service goes, I am a satisfied Geico customer. Guess that says it all.
Related post: http://thebusinessofadvertising.blogspot.com/2009/02/geico-gecko-strategy-which-makes-sense.html
Geico now also has a pig that goes wee wee wee all the way home. I've pondered this myself and have come to the conclusion that Geico's adv firm feels that the multiple confusing spokespeople helps you remember them better than just one - say the Worlds Greatest Spokesperson in the World.
ReplyDeleteInteresting also that Insurance humor advertising has taken over the airwaves - led by Geico.
Also don't forget the two guys playing the banjos asking how happy are people with geico as their insurance? One of the commercials: Shows Paul Revere looking out the window seeing the British marching and then he calls on his cell phone and says Yeah they are coming. Then he hangs up th ephone and goes to play a game of sharades with his guests. Then the commercial pans over to the two guys with the banjos on some kind of stage. the first guy asks the other guy the question: how happy are people with geico as their insurance? Answer from 2nd guy to first guy playing banjo: Happier than Paul Revere with a cell phone (warning the British), Another commercial: Dracula is asking a volunteer at the blood bank/drive questions about his blood type, what type of food he had etc. Then he throws pad with questions on the floor and excitedly states who cares lets get started immediately. Then the commercial pans over to the two guys with the banjos on some kind of stage where the first guy asks the other guy the question: how happy are people with geico as their insurance?Answer from 2nd guy to first guy playing banjo: Happier than Dracula volunteering at a Blood Bank/Drive. Latest commercial: Shows the Pillsbury Doughboy going through screening by TSA at the airport being constantly poked in the stomach saying Woohoo repeatedly! then Pillsbury Doughboy says I will get it right eventually. Pan over to the two guys with the banjos on some kind of stage where the first guy asks the other guy the question: how happy are people with geico as their insurance? Answer from 2nd guy to first guy playing banjo: Happier than the Pillsbury Doughboy going to a baking convention.
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