Geico has built a brand around the concept of 15 minutes could save you 15% or more–it’s been their mantra for years. Instead of being another voice in the sea of sameness, Esurance is attacking it head-on.
In this campaign, they cut the legs out from under the Geico claims (they literally claim they can save you more in half the time).
Esurance uses common everyday tasks (like posting photos on your wall) done completely wrong and compares them to the idea of saving only 15% in 15 minutes.
Or here’s Larry. Larry wants you to save time by not rewinding the DVD after you rent it…
Due to the humor and the obvious call-out of Geico, surely top-of-mind awareness has to be impacted by this, but time will tell if acquisitions increase.
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