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GEICO Drives Retention with First-Time Car Buyers


People who do not understand their auto insurance policy coverage and how it works are more likely to shop elsewhere when it comes up for renewal. This activation targeted people who had bought car insurance for the first time, a group that was likely to churn.


The GEICO Car Kit aims to demystify policies in an engaging way by explaining basic auto insurance terms and promoting services offered by GEICO, such Roadside Assistance and the App.


A customized guide to insurance was launched that dealt with issues new drivers would face. It was designed to fit in the glove box and contains a handy pocket for the policyholder to store useful documents, such as their insurance cards and registration. F360 printed copies and mailed them to target clients as they approached their first renewal.

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