The Village Car : Geico
Insight: Normally it would be a hassle to even add one additional person to your insurance to drive your car. But Geico insurance allows anyone to borrow your car.
Idea: A lamborghini sports car that literally anyone can drive if they find it.
Execution: We hide the lamborghini around California, dropping clues to it’s location in various social media posts. If you find it, you can drive it for a day.
To gain access to the car simply sign yourself up on the Geico policy and you’ll be given a code that will unlock and start the car. After the 24 hours the car is then ready to be found by the next driver.
On social media we create a profile for
the car, so people see who's driving it and where it is going in California
The hashtag #DriveShare allows people to post their own content of themselves driving the Geico.