iSpot.tv states that this week’s most engaging TV commercial (by digital Share of Voice) was [drum roll, please] Geico’s Maxwell the Pig.
The stats
- Digital SOV: 14.84%
- Online Views: 6,239,963
- Social Actions: 27,747
- Est. TV Spend: $2,501,577
So why and how is Geico dominating the TV ad leaderboard?
Well, they’ve created a pop-culture following around their “Does switching to Geico really save you 15% or more on car insurance?” series.
The top-ranking ad is nothing more than a little piggy sitting in the back of a car, head sticking out of the open window, a pinwheel in each trotter, screaming “whee, whee, whee”. It ends with the driver mom with a less-than-impressed look on her face, telling him he’s home.
This particular one has an irresistible mix of being annoying, endearing, cute and funny all in one 30 second spot.
But the key to their success is consistency and frequency of their brand story. The gist of their story is that it’s a no-brainer to switch to Geico if you want to save money. And they illustrate that with compelling and quirky anecdotes.
They’ve been running these ads for as long as I can remember and they never get old.
I’m pretty sure they get, at the very least, a chuckle out of 99% of people who watch their ads. What they’ve done is made their name synonymous with car insurance using humor and simple stories.
A Progressive car insurance ad was at #7. They’ve used a similar strategy with their Flo character and quirky humor. But it’s Geico that’s sucking up most of the engagement. At least for this week…
