GEICO'S FIRST NATIONAL TV SPOTS STRESS VALUE

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Geico Corp. broke its first national TV campaign Aug. 22 on cable networks introducing the new tagline, "Geico, the sensible alternative." The estimated $10 million-plus effort has seven 15-second spots that emphasize "a 15-minute call can save you 15% or more on car insurance." Previous advertising efforts focused on attracting low-risk drivers with, "We have only one policy-safety." The campaign is the first for Geico by the Martin Agency, Richmond, Va., and its direct response affiliate, the Stenrich Group, Glen Allen.
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