The Geico billboard it just blah. Nothing really stands out other than the colors. Just by looking at the billboard nothing would make me want to switch insurance carriers. There is nothing on the billboard ad that would set it aside from any other billboard. It can be creative because it appears to be on the back of a wrecker truck which is ironically who the insured would call for roadside service or accidents. Maybe the line indicating a savings on the top would entice some people to call to find out the savings for switching. I think the billboard using the lizard would have been a better billboard since so many people are familiar with that symbol.
The execution styles would be imagery and maybe humor because of the illustration of the billboard and the tow truck as a symbol. Tow trucks are used by all insurance companies so this would be a positive for this billboard. The negatives I see are the colors and how the billboard is laid out. The billboard is simple and not eye catching. The colors look so gloomy so it would convince someone to switch.
The target market would be all legal drivers and/or parents of legal drivers. The positioning strategies would be price/quality and product attributes/benefits. Emotional, informational and rational appeals are used here.
Make sure to proof read. I think this was probably a mobile billboard.
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