As seen in Counselor Magazine, September 2007.
Reprinted with permission.

As part of a major new branding initiative, Geiger (asi/202900) kicked off a multimedia brand identity campaign during ASI Chicago in July. The six-figure campaign launched with more than 200 local TV spots on 24 cable stations that ran exclusively in five Chicago hotels. The humorous spot, which aired on NBC, CNN and ESPN, among other stations, featured President Gene Geiger in a museum analyzing an impressionist work of art for two museum-goers. At one point, he digresses from his analysis to point out an area on the piece where "the artist spilled some ketchup."

The spot, which was also posted on YouTube, ends with the tagline "Geiger Gets It." An extended spot e-mailed to industry members ends with Executive Vice President Jo-an Lantz sitting on a stool and responding to questions that would-be salespeople can click on, such as "How much money can I really make?" Lantz responds, "Chi-ching, baby! We want you to earn more and work less."

Geiger plans to run further spots in conjunction with other industry shows throughout the next year and will place related advertisments in industry magazines, including Counselor. "People used to use the word 'dinosaur' to describe Geiger," says Lantz, explaining why the company initiated the campaign. "This new effort shows who we really are: cool and tech-savvy."

The spots were created by Jeff and Brady Anderton, the founders of Leashables (asi/66715), whose newest venture is Fueld Films. To view the video posted on YouTube go to http://youtube.com/watch?v=gx-6fEoP6Zk