Question: How has this caveman shaped the insurance industry in USA?
GEICO’s success has been largely attributed to its widespread television and radio direct-response advertising campaigns and adding to it, the ‘Caveman’ campaign was both humorous and appealing in a sense that no other company would try to show anything like this before. GEICO came up with an idea to engage its target consumers more with their promotional activities through electronic media and they almost pulled the consumers to see and like the funny acts of the ‘Caveman’. Created by Martin Agency, this fictional character would come on the TV screen with an invented slogan – ‘GEICO.com. So easy, a caveman can do it’.
As we know, television is primarily used as an effective print media for all sorts of businesses and thus GEICO effectively used it to make their customers familiar with their website address (GEICO.com) and its functions – which relates to its simplicity of ordering and enjoying the service through online costing less amount of time for the consumers. The impacts that the Caveman campaign had in USA’s insurance industry are: * Through a sophisticated yet funny character ‘Caveman’, GEICO successfully portrayed that anyone and almost everyone can operate their website. The message was so simple that it became a phenomenon in that time resulting huge amount of website hits, eventually leasing to more effective consumer response for GEICO. * The humor of the ads would result in immense popularity of the Caveman character resulting high consumer response both in the brand recognition as well as the insurance selling in USA during that period. * The caveman looked as usual as such characters should look and dressed in designers cloths; they also had their own personalities and possessions which attracted the visitors, kids and the desired consumers of GEICO. * This