Transmedia Storytelling

Independent Project

HOW CAN AN INSURANCE COMPANY CONNECT WITH THEIR CUSTOMERS WHEN THEY AREN'T IN A STATE OF EMERGENCY?

Using the Gecko's Guide to Life, we can connect with people when they are least expecting, resulting in a positive interruption to their day.

Situation:

In 2013, the GEICO Gecko wrote a book. It's a brilliant perspective on the things that make us all human and a clever way to push his voice outside the 30-second television spot. While there was a lot of creative freedom with the creation of this book, it failed to engage a younger audience and a digital generation. 

Opportunity:

The first book written by a lizard deserves an extension that enhances his voice past the pages and into non-traditional mediums. Everyone knows and loves the Gecko for his witty personality as the famous spokesperson for GEICO insurance, but it turns out there is so much more to him than you thought.

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ART INSTALLATIONS

The same year the Gecko's book was published, GEICO initiated the "Safe Phone Zone" program at Virginia's highway rest areas & welcome centers. It's a valuable marketing opportunity for a company to get their sponsorship seen on the state's most traveled roads. 

For the launch of our event, interactive art installations will begin appearing at these rest areas and other public places. You'll know they're his by the signature, a little reminder that all artist have to come from some where, no matter how small.

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Text Interaction: "We all laugh when we see someone trip. We all cry when we read Old Yeller. We all eat too much pie during the holidays. And some of us write books about it. I hope this gives you some inspiration as you make your way through life. Or at the very least, provides you with some entertainment in the loo. Yes, we all go to the loo. It's one of the things that makes us human. I'm speaking figuratively of course." - The Gecko

Text Interaction:

"We all laugh when we see someone trip. We all cry when we read Old Yeller. We all eat too much pie during the holidays. And some of us write books about it. I hope this gives you some inspiration as you make your way through life. Or at the very least, provides you with some entertainment in the loo. Yes, we all go to the loo. It's one of the things that makes us human. I'm speaking figuratively of course."

- The Gecko

Text Interaction: "I'm really not sure what all the fuss is about. Lots of animals talk, including humans. The bigger question is, what do you have to say worth listening to? - The Gecko

Text Interaction:

"I'm really not sure what all the fuss is about. Lots of animals talk, including humans. The bigger question is, what do you have to say worth listening to?

- The Gecko

WATER-ACTIVATED ART

Text Interaction:

"I don't live in a tiny house. I don't work in a tiny office. If you're going to survive in the world, you have to adapt to your environment. "

- The Gecko

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DIGITAL CONNECTION

To connect the Gecko to a younger, digital audience he needed a platform that would allow him to keep up with the current trends. The Gecko is already on Facebook and Twitter, but now you can add his contact information in your phone and follow his Instagram account.

Through direct marketing tactics and the interactive art installations,  users will be able to follow the Gecko on his newest social platforms that allow his voice to reach a broader audience and give his character a more human feel. 

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THE PROCESS