GEICO asked us to come up with an idea to bring to Final Four Fan Fest (Men’s) and Party on the Tourney Town (Women’s) - something that would educate about their brand, resonate with their customers, be fun, and get lots of sign-ups (lead-in).

Like GEICO, the garage is the one space in any house that bundles home and auto together.

It’s the bonus room that becomes a shrine to fandom, collecting trophies, and memorabilia — a living museum to every unforgettable moment.

And it’s a home court, where families hang their first backboard, turning casual one-on-ones into quality family time.

So at Final Four, we transformed this familiar and beloved space into a GEICO experience that entertained and educated fans throughout the tournament. We created a shooting challenge (think Around the World) where everything inside showed fans when you bundle and save with GEICO, you win.

Introducing the GEICO Garage.

The GEICO Garage is first and foremost a garage.
It’s stocked with everything you’d expect in a great one — tools, trash cans, a lawn mower, sturdy shelving, a fridge, a car.

But it’s also filled with hoops. 

Actual hoops, like the mini one on the back wall of the garage. And improvised hoops — like a stack of tires, a bicycle basket, an open trash can, a laundry hamper.