GEICO vs Progressive

Who did it better?

Over the past weekend I have seen two ads from different companies targeting the same market segment, millennials, more specifically, males.

The first ad was perfectly placed, during Sunday football. The GEICO ad starts running and it caught me off guard.

It was a millennial acting childish by sitting in the carriage while his mother shopped, but was still able to cause a mess at the grocery store. The same man-baby was caught at a daycare playing by himself, eating with others, and finally reading a pop up picture book.

I personally found this ad amusing. I have my own insurance and it is with progressive because they gave me the lowest quote. I’m not sure if the rest of their target market found it as amusing as I did. I would feel a little insulted.

If I was not on my own insurance plan, I would feel that progressive took a shot at millennials especially if you watched this ad with your parents around. This might make your parents consider kicking you off their insurance policy. If you pay your own share of insurance within your parents’ plan then it makes no difference except that your parents’ portion of the insurance bill might be lowered because young males tend to have a higher premium.

The message within this commercial might be geared towards the parents too. It could also be a subtle attempt to persuade female millennials into getting their own insurance.

While the content of this ad was amusing, it may have negatively impacted their target market by hitting them where it hurts, still relying on their parents.

GEICO on the other hand targeted the same market, but did it in a much better way, while also reaching to a broader market. It used a male millennial for its ad spot and the message was simple as always, getting GEICO coverage is easy. Just as easy as aerobics in a recliner!

This ad was not as amusing as the Progressive piece, but the message was clear. If you’re thinking about getting an insurance policy, no matter who you are, it’s super easy.

I think that GEICO delivered the message better than Progressive and those who Progressive did make consider getting their own policy, might consider GEICO because it was not offensive (to anyone but people who enjoys aerobics in their recliner).

Both companies could be targeting up and coming customers who will be in the insurance market, move out, or get kicked off their parents’ insurance.

This is a great marketing strategy for both companies because single, young males are pay higher premiums than older married individuals.

I wonder which advertisement was more effective and what market segment both companies actually hit.