Horizon Media’s Campaign for GEICO Honored with Adweek Buzz Award for Best Brand Integration into an On-Air Radio Program
WHAT:
Continuing its award-winning streak, GEICO and Horizon Media’s Piggybacking campaign, which aired on Clear Channel Radio stations, is the winner of the Buzz Award for Best Brand Integration into an On-Air Radio Program in the radio category. The Buzz Awards, sponsored by Adweek, Brandweek and Mediaweek, honor the best in media and brand integration.
HOW:
Horizon Media’s contextual campaign for GEICO focused on the “save 15 percent” theme with custom 15-second spots airing at :15 past the hour during each hour of the morning drive. The message was carried through in the creative by reminding listeners that “since it’s now 15 after the hour, there’s no better time than now to spend the next 15 minutes saving 15 percent with GEICO.” For added impact Clear Channel aired paid 60-second GEICO commercials after the custom :15.
Using a system developed by and available exclusively from Clear Channel Radio, the campaign dynamically placed the car insurers’ ads after ads from vehicle makers (auto, motorcycle, RV, etc.) and auto dealers, guaranteeing in-context exposure.
WHERE:
Adweek will feature a special section on The Buzz Award winners on May 3.
WHY:
This is the second time this campaign was recognized by the industry for its innovation. It also received Media Magazine’s 2009 Creative Media Award of the Year in Radio for “creative use of radio as a campaign’s centerpiece.”
WHO:
Clear Channel Radio
