GEICO Insurance: Horror Movie

GEICO’s clever advert mocking horror movie clichés resonated widely, with millions of views across various platforms. Their success stems from tapping into a universally recognised experience: the frustration of watching characters make obviously bad decisions in horror films. This relatable humour, combined with a clear message about switching to GEICO, creates a memorable and effective advert.

OBJECTIVES

• Increase brand awareness: The humorous and relatable scenario helps viewers remember GEICO and associate them with lightheartedness and clever marketing.
• Drive traffic to the website/app: By prompting viewers to “switch and save,” the advert encourages immediate action to learn more about GEICO’s offerings.
• Position GEICO as a money-saving option: The emphasis on saving money on car insurance is a key message throughout the advert, appealing to a broad audience.

THE HOOK

The initial hook is the group fleeing a seemingly haunted house. This immediately sets a familiar horror movie scene, drawing the viewer in with suspense and anticipation. The hook is effective because it uses established genre conventions, capitalising on the audience’s pre-existing knowledge and expectations of horror films. The fast-paced action and panicked dialogue further enhance the sense of urgency and create intrigue. By grounding the humour in a relatable scenario, the hook effectively grabs attention and establishes the foundation for the joke.

WHY IT WORKS

• Humour: The advert’s humour lies in its parody of horror movie tropes, specifically the tendency for characters to make irrational choices. This resonates with viewers who have experienced similar frustrations while watching horror films.
• Relatability: The scenario of fleeing a creepy house is familiar to many, either through personal experience or through countless horror movies. This relatability makes the humour more impactful and the message more memorable.
• Clear message: Despite the humour, the advert’s message about switching to GEICO for car insurance savings is clear and concise.
• Short and sweet: The advert’s brevity ensures that the joke doesn’t wear out its welcome and keeps viewers engaged from start to finish.

TAKEAWAYS

• Leverage existing cultural references: Tapping into well-known tropes and genres can create an immediate connection with your target audience.
• Humour is a powerful tool: When used effectively, humour can make your message more memorable and shareable.
• Keep it concise: Attention spans are short, so deliver your message quickly and efficiently.
• Clear call to action: Make it easy for viewers to take the next step, whether it’s visiting a website or downloading an app.

KEY ELEMENTS

The video follows the Problem-Agitate-Solution (PAS) framework, infused with humour.

• Introduction (hook): A group of friends flees a spooky house, seemingly in a classic horror movie setup.
• Problem statement: The characters continue to make irrational choices, highlighting the common horror movie trope of poor decision-making.
• Agitation: The creepy figure appears, heightening the tension and emphasising the consequences of their bad decisions.
• Solution (product/service): The scene cuts to a GEICO ad on a tablet, presenting switching to GEICO as a smart decision, unlike those made in the horror movie.
• Benefits and features: Implicitly, the benefit is saving money and making a rational choice, a stark contrast to the horror scenario.
• Call to action (CTA): The advert encourages viewers to “switch and save” with GEICO.