GEICO's success shows the scary power of the catchphrase. Unlike rival companies like Progressive and AllState, Geico rarely discusses the substance of their insurance plans. Instead, they hammer in this mantra: "GEICO: 15 minutes could save you 15% or more on car insurance". This exact phrase has appeared in their advertisements for over a decade and they say it ad nauseum, no matter what the content of the ad, whether they use that caveman or that gecko or something else entirely.
It doesn't mean anything. "could save you 15%, or more", by definition, includes everything from 0% to 100%. They don't care about logic. They go for the gut, they go for the implicit association. "GEICO = saving money on car insurance". And it works. When I think of car insurance, I think of GEICO. And I hate them for it so much. I feel mentally violated.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
Advertising Has brainwashed me all my life. Please help me.
GEICO's success shows the scary power of the catchphrase. Unlike rival companies like Progressive and AllState, Geico rarely discusses the substance of their insurance plans. Instead, they hammer in this mantra: "GEICO: 15 minutes could save you 15% or more on car insurance". This exact phrase has appeared in their advertisements for over a decade and they say it ad nauseum, no matter what the content of the ad, whether they use that caveman or that gecko or something else entirely.
It doesn't mean anything. "could save you 15%, or more", by definition, includes everything from 0% to 100%. They don't care about logic. They go for the gut, they go for the implicit association. "GEICO = saving money on car insurance". And it works. When I think of car insurance, I think of GEICO. And I hate them for it so much. I feel mentally violated.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.
GEICO: 15 minutes could save you 15% or more on car insurance.