TL;DR

GEICO had been a longtime MLB partner, but despite years left on the deal, it had never established a clear role within the partnership. We developed a creative platform that gave GEICO a reason to show up for baseball fans throughout the season.

The result: increased GEICO awareness & consideration among baseball fans, ultimately earning GEICO recognition as an Ad Age 2025 World Series Brand Winner.

THE PROBLEM

Unlike endemic brands like Gatorade, Nike & FanDuel, there isn't an obvious role for auto insurance in the game of baseball.

Meanwhile, competing insurers without an MLB partnership were achieving similar brand attribution at a fraction of GEICO's partnership investment.

GEICO needed more than another one-off TV campaign. We needed to create a reason for GEICO to matter to baseball fans.

THE STRATEGY

“FUEL MORE FUN”

GEICO can't make your favorite team win, but we can make the game more fun.

As the official sponsor of MLB, GEICO could bring its insurance promise to life in a way fans could actually experience: relief.

Rather than simply show up around baseball, GEICO would show up for baseball fans, stepping in whenever possible to relieve the disruptions that get in the way of enjoying the game.

THE CONNECTION

Baseball is supposed to be fun. But fans experience plenty of moments that get in the way.

Rain delays. Blackouts. Blocked views. Stolen home run balls. Dropped hot dogs. The list goes on.

Just like the unexpected disruptions we encounter in everyday life, these moments can take some of the fun out of the game.

So we created the GEICO Relievers: a team of quick-witted brand ambassadors whose sole purpose was to provide relief from the moments that get in the way of more baseball.

We launched the Relievers during All-Star Weekend across social & broadcast integrations, then kept them working all season across social, YouTube, CTV, MLB.com, Roku’s MLB Zone, in-stadium signage, influencers, local team activations & a World Series sweepstakes.

GEICO didn't just talk about providing baseball fans relief. We created a team dedicated to it.

THE IMPACT

We exceeded platform-specific benchmarks while driving increases in GEICO brand awareness & consideration among baseball fans.

More importantly, the work helped fundamentally shift GEICO's approach to organic social, contributing to increased agency scope for the baseball campaign & the following year.

THE RECOGNITION

Ad Age 2025 World Series Brand Winner