TL;DR

GEICO wanted to establish Trucking as a new growth line of business. So we built a creative platform that put truckers, their lifestyle & their impact on America front & center.

The result: Owner-operator demand exceeded expectations, driving such rapid growth that GEICO had to slow new policy intake to keep up.

THE PROBLEM

GEICO was a household name in personal insurance, but virtually unknown in Commercial Trucking.

For independent owner-operators, insurance isn't just protection. It can determine whether they get the next job.

GEICO needed to do more than launch a new product. We needed to earn credibility with a community that doesn't hand out trust easily.

THE STRATEGY

“GEICO MEANS SERIOUS BUSINESS” 

It's not enough to understand trucking. We needed to treat truckers like they matter.

GEICO would demonstrate its commitment to the people behind the wheel: the drivers who keep America moving day & night, through rain, snow, weekends & holidays…

Rather than talk about truckers as a broad audience, we put their unique experiences at the center of the work.

THE CONNECTION

We identified two distinct trucker audiences & built the campaign around each.

LONG-HAUL TRUCKERS
Independent drivers who take pride in doing things their way. They spend days & weeks on the road, keeping America supplied while rarely getting recognized for the role they play.

LOCAL HAULERS
The drivers keeping their communities moving, even if they don't always get recognized as “real” truckers. From hauling gravel & lumber to making local deliveries, their work is essential to the communities they call home.

We built bespoke creative & media strategies around each audience, using social, audio, YouTube, CTV & programmatic to meet them where they spend their time.

For long-haul drivers, we went even deeper with print, trucking radio, events, & gas station signage, to show up in the places & environments that are part of their everyday lives.

We didn't just tell truckers GEICO meant serious business. We showed them we took their business seriously.

THE IMPACT

Demand for GEICO Trucking insurance exceeded expectations to the point that GEICO had to slow new policy intake because it couldn't keep up with demand.

THE RECOGNITION

Touted internally as GEICO's favorite campaigns of the year.