Apparently, Geico insurance has a target on its back, because I'm noticing recent commercials from its competitors are rather overtly taking swipes at them. Below, I've selected two examples. The first that's clearly a lukewarm effort, and the second that has a little more teeth.
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So, the "give us 16 minutes and we'll save you 16%, yeah right" quote is not a very subtle attack. What troubles me deeply about this State Farm ad is that it is not built on a sound strategy. Where's the insight? Ok, 40 million Americans choose State Farm insurance. So what? Do they actually expect I'm going to ask a neighbor if they use State Farm? I don't think they do, but also, why would I want to follow the herd? Just because a lot of people may be overpaying for auto insurance isn't a compelling reason for me to switch.
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I think this commercial from Allstate is significantly better. From it you know what they stand for and what they're against. This is something I learned is important from David Murphy, Director of Brand Innovation at B'DM. You can read more about why it's important to communicate what your brand opposes on David's blog here. In the example from Allstate, they clearly oppose shallowness and impersonalization for deeper relationships where someone spends time with you, knows your name, and can help you on a personal level after an accident.
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