That means that I’ve been exposed to more than 40,000 geckos, cavemen and googly-eyed stacks of money over the past decade.
But none of those ads, or offers to save me 15 percent on my car insurance, has moved me. And that’s because I don’t feel like a “GEICO person” in the same way I’m not a Windows or Chrysler guy.
I thought of that at the gym yesterday when a single Liberty Mutual ad—even with the sound muted on the treadmill TV—nudged me to consider: “Maybe I should call those people.”
Those ads made me open to becoming a “Liberty mutual person.” The company’s new “car wash” ad—which cleverly pitches first-time accident forgiveness—gave me a reason to call, and broke down a psychological barrier to switching insurance carriers.
Props to Liberty’s communications team for melding a sales pitch into its distinctive brand strategy. Come to think of it, attracting “responsible” customers sounds like a pretty smart business strategy, too.