Totem’s fresh take on GEICO’s customer magazine

geico cover
One of the challenges we enjoy very much at Totem is to take on a new client that already has a branded content vehicle in place. Often, when we’re pitching our potential new client on the myriad reasons why they should partner up with Totem, we’re asked to critique the existing work. This can require some tact, as often those responsible for the incumbent work are also the ones we’ll be working with if we win the business. We want to be blunt and honest, but we also don’t want to hurt anyone’s feelings.

With GEICO, we had no such concerns. They invited us to their headquarters in Maryland just about a year ago to lay out of plan for their customer magazine program. What began as a pitch turned into a lengthy discussion about journalism, customer needs, great storytelling and — most importantly — the power of their brand.

GEICO was already publishing a customer magazine, and had been for many years. The range of topics was excellent: a mix of insurance and personal finance stories alongside travel and culture stories focused on the United States. But there was an essential element missing: brand personality. The magazine didn’t have “that gecko feeling.” If you’ve seen GEICO’s TV and magazine advertising, you’ll know what that means. The gecko mascot — whether he’s in the ads or not — has infused the GEICO culture with a sort of elegant witticism that is irresistible. The company’s existing magazine was missing that wry humour and personality.

When we launched the new magazine this past spring, we made sure to instill strong GEICO brand presence both in terms of the language and writing, as well as the graphic and visual personality. The topics were directly aimed at GEICO customers and their needs, with an article outlining all the benefits to policyholders who get their home and condo insurance products through GEICO Insurance Agency, as well as a policyholder’s firsthand account of how GEICO was there for her when she needed them most after her car was stolen.

On the lighter side, we explored the drive-in movie theater, a summer stalwart that’s making a comeback as a magical family entertainment option. The magazine also helped readers find the best summer road trip burgers, the country’s biggest gathering of twins, and hidden treasures that can be found with just a GPS device and little sense of adventure.

This fall, our second issue rolls off the presses, and we’ve amped up the personality even more. The magazine will publish twice a year, reaching more than 7.5 million GEICO policyholders across the U.S. The roll-out of an integrated digital content program will begin later this year.

We’re thrilled to be working with the gecko. He’s our first reptilian client. Hopefully, there’s more to come.

Aug 25 2010 • Dick Snyder • GEICO • branded content • design • lifestyle • loyalty • marketing • No Comment • ShareShare this

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