Insurance marketing campaign

As I always try to incorporate some media savvy into my classroom, I just can't help but think of the Progressive Insurance Company ad campaign recently. Actually, all insurance company advertising is somewhat informative on the subject of advertising right now.

Progressive's main scheme is going to their website and not only getting a Progressive car insurance quote but also getting quotes for at least three other companies. They make sure to tell us that sometimes they are the lowest and sometimes they aren't. Then they tell us that if Progressive is this helpful when shopping for insurance, imagine how wonderful they will be when we're customers.

In a roundabout way, they are being extremely smart here. They know they aren't the best priced all the time. They can't get into a price war all the time and simply advertise that they sell for less all the time. They apparently know they are middle of the road on pricing. What's good about it is that they have suckered us into accepting their median pricing because they are so noble in telling us about it. "We know we aren't cheap, but at least we're honestly telling you about it up front! Doesn't that make you want to use our company?" I am not knocking it because the ad campaign seems to be working. And they have a nifty jingle.

Now Geico is actually coming out and giving away advertising secrets. Lately, they have given this gecko mascot of theirs a London accent and having him on talk shows. He openly tells the audience that he is there for entertainment value, for a little show. People like a cute gecko. This one, opposed from the Progressive campaign, actually chaps my hide as an educated individual. This gecko is saying, without telling us really anything about the company other than a slight possibility of saving money on car insurance, that he is there to draw us in. You know, I didn't mind when they were just using the gecko--mascots are everywhere. But when the mascot comes out and tells me that he is there for entertainment value and to get my attention, I find that insulting. It is almost like the advertisers are spitting on me. "Ve vill dangle dis gecko in front of you and you vill jump at it, you pathetic consumer! And ve vill also tell you ve are going to do it!"