How GEICO Use the Principle of Concreteness to Make Memorable Ads

Mere Exposure Effect Explained

• The mere exposure effect means repeated exposure increases liking and positive feelings.


• Familiarity breeds contentment, which benefits long-running ad campaigns.

Compare the Market's Meerkat Success

• The UK brand Compare the Market copied GEICO's fluent device idea with Alexander the Meerkat.


• This character helped Compare the Market rise from fourth to number one in its sector.

Decline in Fluent Device Usage

• Brands are moving away from using fluent devices and brand mascots, despite academic evidence showing their effectiveness.


• In the 1990s, 41% of British TV ads used a fluent device, compared to only 7% now.


• Fluent devices create a strong mental bond between the character and the brand.


• Examples of American fluent devices

Fluent Devices Increase Market Share

• Campaigns using fluent devices gain market share more often and achieve higher share of voice.


• Despite evidence, fewer brands use fluent devices than in the past.

Concreteness Boosts Memory

• People remember concrete, visualizable things far better than abstract concepts.


• GEICO's Gecko succeeds because it embodies the brand's values in a memorable, concrete character.