A standout case of customer delight has earned April’s Microinteraction of the Month!

Last Saturday at 9pm, I announced dinner time to my cats using my Geico Hump Day Camel impression, just like I do every night.GuessWhatDay_GIF

“Guess what time it is! Guess. What. Time. It. Is!”

I momentarily forgot about the three people on our couch, so their laughter surprised and embarrassed me. Apparently, my camel impression was spot-on and my guests were big fans of the commercial, too. One of us wasn’t feeling very original and decided to quote the “MikeMikeMikeMikeMike” sequence several times, in a row, which was a little annoying. The point is – the ad wasn’t annoying – it was this person’s impression. The camel ad was the most awesome commercial of last year, in my opinion.

Customer delight at its finest

MikesequenceGIF

The Geico Hump Day commercial is almost a year old. It made the rounds, but managed to fade away just before it became annoying. That’s why, when my wife received the direct mail ad below, I started to feel warm and fuzzy. I love that camel and everything he represents.

Geico_Callback_ad

Here are just a few of the ways Geico NAILS IT with this callback advertisement:

  • Instant brand recognition – I know that camel
  • Reinforcing brand loyalty – I LOVE that camel
  • Word of mouth – I shared a picture of the camel’s ad on Facebook (and here)
  • Marketing personalization – That camel knew my wife’s name
  • Top of mind awareness – That camel will be my first thought when I need to buy insurance

Geico and I have an inside joke

Advertising across platforms is ridiculously common, but truly nailing it is unique. The technique Geico uses here, the callback, is a fundamental comedic tool with value that translates perfectly into advertising and customer delight. According to Wikipedia:

“The main principle behind the callback is to make the audience feel a sense of familiarity with the subject matter, as well as with the comedian. It helps to create audience rapport. When the second joke is told, it induces a feeling similar to that of being told a personal or in-joke.”

It’s remarkable that a company can successfully create such a strong emotional rapport with potential insurance customers. In my extreme case, they’ve been so successful that I feel genuine affection for the Geico brand.

Happy Hump Day!

http://www.youtube.com/watch?v=kWBhP0EQ1lA

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