Creativity in the advertising world, in contemporary media, has seemingly pulled ahead, in terms of importance, in all facets of the advertising process. With the vast amounts of advertisements we come into contact with nowadays, so many lacking in creativity or pizazz ultimately lose our attention and fall to the waste side. It doesn't matter if the product is phenomenal, if the advertising doesn't have that creative edge that we as consumers have come to expect then we simply disregard it. We have come to associate a well-produced and creatively ingenious commercial with a product that exhibits the same characteristics.
One companies advertising that has flourished creatively is GEICO. They consistently work with the Martin Agency located in Richmond, Virginia to produce the diverse and creative advertisements.
The Martin Agency has used an advertising technique that is uncommon in today's industry by running multiple campaigns simultaneously. There are four main ad campaigns that GEICO has the opportunity to run at any given time: The Gecko, Good News, Testimonials, and The Cavemen. Each campaign has the same message but varies greatly in the style that is used to reach the potential consumer. This allows for a greater chance of catching the attention of potential clients.
This technique, in my opinion, has the potential to start an industry trend. The increased success of GEICO and their ad campaigns can attest to the effectiveness of their technique. In an age where the consumers attention is fragmented among so many different media forums, in which a seemingly superfluous amount of advertisements bombard us, it would appear that GEICOs approach is simply appealing to this cultural evolution. Their success is stationed in the fact that they provide the opportunity for the consumer to make decisions about which ad they would like to associate with their company. We are in an age of media opportunity, where we can make multiple decisions about what to give our attention to, and if your a company who is also providing multiple options, then the consumer is more inclined to choose you over the single-faced competitor. GEICO has uncovered this golden insight and are reaping the rewards for their clairvoyance.
Examples and link for each campaign:
The Gecko: http://www.youtube.com/watch?v=jNvo3dR3RIA&NR=1
Good News: http://www.youtube.com/watch?v=-kb4XIFSwOU
Testimonials: http://www.youtube.com/watch?v=ZJMGS7l0wT8
The Cavemen: http://www.youtube.com/watch?v=sPPfYKbO-1M&NR=1
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