Client:
Geico
Medium: Social
In 2023 the GEICO Gecko added a new title to his job description, and we helped bring that role to life in social.
When the world’s beloved lizard adopted his ‘Ease Specialist’ title, we jumped in to demonstrate what that critical role entailed through Instagram and TikTok content. In addition to building out bespoke social cutdowns from the TV work, we expanded the Ease Specialist world through additional content pieces that narrowed in on GEICO’s various offerings, from home and auto insurance to bundling.
Behind the Specialist
The Ease Specialist TV work, which involved the gecko swooping into tough situations and demonstrating his expertise, inspired this BTS content series. The spots reference several stereotypical cinematic genres, so it felt fitting to interview him in a docu-style format, going deeper into the story of the iconic ease moments that saved the day in each scenario.
Easy Listening
The Gecko’s dulcimer British tone lends itself perfectly to radio, so for part of his Ease Specialist duties, we had him interact with our community by answering fan questions and bringing his ease specialty skills to the masses. Tapping into the ‘reply to a comment’ feature on TT and IG, we granted followers access to the Gecko’s expertise through a soothing series of talk radio-style responses.
The Team
Anne Love Field — ACD, Social
Jack Loftus — ACD, Copy
Kelly O'Keefe — ACD, Art
Kiku Gross — Senior Copywriter
Isabelle Cookson — Senior Content Designer
Agency — MullenLowe