{"id":23695,"date":"2015-11-03T03:50:03","date_gmt":"2015-11-03T08:50:03","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=23695"},"modified":"2015-11-03T11:20:50","modified_gmt":"2015-11-03T16:20:50","slug":"lhumour-en-publicite-une-strategie-qui-reussit-a-geico","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/lhumour-en-publicite-une-strategie-qui-reussit-a-geico\/","title":{"rendered":"L&rsquo;humour en publicit\u00e9: une strat\u00e9gie qui r\u00e9ussit \u00e0 Geico"},"content":{"rendered":"<p><span style=\"color: #000080; font-size: 14pt;\">Pas facile de faire rire quand on vend de l&rsquo;assurance. C&rsquo;est pourtant le pari qu&rsquo;a pris Geico il y a quelques ann\u00e9es.<\/span><\/p>\n<p><a href=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/10\/geico.png\"><img loading=\"lazy\" class=\"aligncenter wp-image-23947 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/10\/geico.png\" alt=\"geico-publicite\" width=\"577\" height=\"409\" \/><\/a><\/p>\n<p>Comptant parmi les\u00a0<a href=\"http:\/\/www.statista.com\/statistics\/286333\/most-advertised-brands-in-the-us\/\" target=\"_blank\">plus gros annonceurs<\/a>\u00a0aux \u00c9tats-Unis, Geico\u00a0diffuse notamment ses <strong>publicit\u00e9s<\/strong> durant le Super Bowl, l\u00e0 o\u00f9 plusieurs Canadiens peuvent visionner ses messages.<\/p>\n<p>Est-ce en raison de cette strat\u00e9gie que <a href=\"https:\/\/www.geico.com\/information\/canada\/\" target=\"_blank\">la compagnie d&rsquo;assurance<\/a> a pu accro\u00eetre ses parts de march\u00e9 au cours des derni\u00e8res ann\u00e9es? C&rsquo;est une question \u00e0 laquelle il est difficile de r\u00e9pondre, et qui ram\u00e8ne au d\u00e9bat d\u00e9terminant \u00e0 quel point l&rsquo;humour est efficace pour <strong>vendre<\/strong> un produit.<\/p>\n<p>Ce qui est certain, c&rsquo;est que l&rsquo;<strong>humour<\/strong> et la cr\u00e9ativit\u00e9 permettent \u00e0 Geico d&rsquo;obtenir\u00a0une grande visibilit\u00e9 sur le Web et de remporter des prix dans des concours de publicit\u00e9.<\/p>\n<p>L&rsquo;entreprise fait m\u00eame partie du palmar\u00e8s des <strong>marques<\/strong> ayant les publicit\u00e9s\u00a0<a href=\"http:\/\/www.ibtimes.com\/do-funny-ads-sell-consumers-might-be-laughing-advertisers-expense-723644\">les plus amusantes<\/a>.<\/p>\n<p>Voici donc quelques publicit\u00e9s marquantes de l&rsquo;entreprise, dont le message, d\u00e9sormais bien ancr\u00e9 dans la t\u00eate des t\u00e9l\u00e9spectateurs, est inchang\u00e9\u00a0: \u00ab<em>15 minutes could save you 15% or more on car insurance<\/em>\u00bb :<\/p>\n<h3><span style=\"font-size: 14pt; color: #000080;\">Un pub qu&rsquo;on ne peut ignorer<\/span><\/h3>\n<p>La campagne\u00a0<em>Unskippable<\/em>\u00a0a permis \u00e0 Geico de remporter un Grand Prix \u00e0 <a href=\"http:\/\/www.canneslions.com\/\" target=\"_blank\">Cannes<\/a> dans la cat\u00e9gorie\u00a0<em>Pre-roll Advertising<\/em>.\u00a0Cette pi\u00e8ce, parmi les plus populaires de la <strong>campagne<\/strong>, a \u00e9t\u00e9 visionn\u00e9e plus de 17 millions de fois sur <a href=\"https:\/\/www.youtube-nocookie.com\/channel\/UC-34tRYHm9J5yuok6sUc0UA\" target=\"_blank\">YouTube<\/a>.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/LztFgqvFjX8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3><span style=\"font-size: 14pt; color: #000080;\">Retour aux ann\u00e9es 80<\/span><\/h3>\n<p>Pour sa plus r\u00e9cente campagne,\u00a0<em>It&rsquo;s what you do<\/em>, Geico a employ\u00e9 les grands moyens en embauchant les l\u00e9gendaires groupes Europe et Salt-N-Pepa, mieux connus des jeunes des ann\u00e9es 80. Le fameux bonhomme du\u00a0<a href=\"https:\/\/www.youtube-nocookie.com\/watch?v=8R0W5QqWjIg\">jeu Op\u00e9ration<\/a>\u00a0y fait aussi un retour remarqu\u00e9.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/pE0_GaLsX1Y\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3><span style=\"font-size: 14pt; color: #000080;\">Une version allong\u00e9e<\/span><\/h3>\n<p>Toujours dans le cadre de la campagne\u00a0<em>Unskippable,\u00a0<\/em>la compagnie d&rsquo;assurance a publi\u00e9 une version allong\u00e9e de son message\u00a0<em>Family<\/em>.<\/p>\n<p>Cette version\u00a0d&rsquo;une minute compte encore plus de visionnements que l&rsquo;original de 30 secondes. Lorsque le public demande des versions longues\u00a0de vos publicit\u00e9s, n\u2019\u00e9tait-ce pas un signe clair de la <strong>popularit\u00e9<\/strong> de celles-ci?<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/pvcj9xptNOQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3><span style=\"font-size: 14pt; color: #000080;\">Le gecko de Geico<\/span><\/h3>\n<p>Apparue pour la premi\u00e8re fois durant la gr\u00e8ve de la\u00a0<em>Screen Actors Guild<\/em>\u00a0de 1999 pour \u00e9viter d&#8217;employer des acteurs, la mascotte de Geico est maintenant un personnage bien connu.<\/p>\n<p>On voit ici\u00a0le c\u00e9l\u00e8bre l\u00e9zard dans une publicit\u00e9 diffus\u00e9e durant l&rsquo;\u00e9dition\u00a02014 du Super Bowl.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/XG1U0ZqYSnM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>\u00a0<\/p>\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_23695\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lhumour-en-publicite-une-strategie-qui-reussit-a-geico\/\"  data-item_title=\"L&#039;humour en publicit\u00e9: une strat\u00e9gie qui r\u00e9ussit \u00e0 Geico\"  data-item_date=\"2015-11-03T03:50:03-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Pas facile de faire rire quand on vend de l&rsquo;assurance. C&rsquo;est pourtant le pari qu&rsquo;a pris Geico il y a quelques ann\u00e9es.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_23695\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lhumour-en-publicite-une-strategie-qui-reussit-a-geico\/\"  data-item_title=\"L&#039;humour en publicit\u00e9: une strat\u00e9gie qui r\u00e9ussit \u00e0 Geico\"  data-item_date=\"2015-11-03T03:50:03-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[137,3],"tags":[],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/23695"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=23695"}],"version-history":[{"count":5,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/23695\/revisions"}],"predecessor-version":[{"id":24450,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/23695\/revisions\/24450"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=23695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=23695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=23695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}