Presents…

STRENGTHS•Geico is rated the #1 property casualty insurer

•Flexible premium payments and great discount rewards

WEAKNESSES•Lowest amount in sales by millions

•Celebrity endorsement choices, “older”, “has beens” do not match the image

OPPORTUNITIES•More auto insurance buyers willing to abandon agents

•Widespread growth/use of internet for insurance quotes

THREATS•Bad publicity with the advertisements and customer complaints

•Accident rate decrease results in less insurance claims

To place Geico as the leading automobile insurance company in terms of low rates and high coverage in

the minds of consumers.

Primary:

•Hispanic •Male and Female •Ages 18-25

•Hispanic college students, young professional, and recent high school/college graduates

•Live at home, tech savvy, love listening to music

Secondary:

Who: Mainstream Male and Female, ages 18-25

Increase the Hispanic market share by 10%

Increase sales among Hispanics ages 18-25

Increase awareness in the Hispanic market

Secondary Research: The Hispanic population is second-largest in the U.S. with 38

million The Hispanic population is younger than the non-Hispanic white

population Males and females age 18-25 are coming away from their

parents’ coverage.

Primary Research: Majority of survey respondents spoke both Spanish and English According to the survey, the gecko seems to be the most

memorable and likeable spokesperson to our target

Who: Hispanic Male and Female, ages 18-25

How: Reaching the consumer in the media they interact with most frequently

Mix of Traditional and Non-Traditional media TV, Radio, Print, Transit, Online, Sponsorship

Focus on the top five Hispanic Markets Los Angeles New York Miami Chicago Houston

Advertisement runs from January 1, 2009 through December 31, 2009

Pulsing strategy Television and transit advertisements-

Spring and Summer seasons Print and Transit- every other month Radio and Online- year round

TelevisionRadioPrint

B96.3 ChicagoB96.3

Chicago

102.7 Kiss FM

L.A.

102.7 Kiss FM

L.A.

El Nuevo Zol 95.7Miami

El Nuevo Zol 95.7Miami

Z100 HitsNew YorkZ100 HitsNew York97.9 The

BoxHouston

97.9 The Box

Houston

Outdoor/TransitOnlineSponsorship

Pre-campaign survey of target audience Follow-up of advertisements Post-campaign survey of target audience

Geico Media Proposal

Large majority of target have never been the decision makers in choosing car insurance

Geico offers very low prices and their advertising has created a very memorable icon

Buying Geico auto insurance saves you money AND provides extensive coverage

Radio Spot: 30 Seconds

Script: “Hola! So, say you don’t have a lot of spare money lying around, right? But, you need car insurance. Your mum is telling you to buy from those other fellas, but you know what, you’re on your own now. You make your own decisions. And she’s wrong anyway. Geico can give you the same coverage as those other blokes, but will leave you with a little extra money in your pocket. So you can take your mum out to dinner and say, “Don’t worry, la cena esta on mi.”

VO: Geico.15 minutes could save you 15% or more on car insurance.

ReDeFined.ReDeFined.

The End