SOURCE: Horizon Media

October 03, 2013 09:09 ET

GEICO Personalities Come to the Big Screen!

Horizon Media Brings the GEICO Gecko and Caleb the Camel to Local Movie Theatres via "Silence Your Cell Phone" Courtesy Messaging Program

NEW YORK, NY--(Marketwired - October 03, 2013) - Horizon Media announced today the launch of its new cinema PSA sponsorship for GEICO. In partnership with NCM and Screenvision, national leaders in cinema advertising, GEICO will air a series of sponsored Silence Your Cell Phone public service announcements. The Silence Your Cell Phone campaign launches in theatres this month.

The newly created cinema PSA's, developed by The Martin Agency, include two creative executions that encourage customers to Silence Your Cell Phone. The first execution stars the GEICO Gecko, and plays on the nostalgic "let's go to the lobby" announcement for movie-goers to purchase food and drink at the concession stand. In a twist on this old school message, the GEICO Gecko asks those who are not ready to silence their cell phones to "go to the lobby" to continue their conversation.

The second execution features Caleb - the wildly popular talking camel from the famous "Hump Day" television spot - boisterously entering a cinema to remind movie-goers to put away their phones during the film, and to refrain from texting.

"GEICO is a ground-breaking creative advertiser," said Bill Koenigsberg, President, CEO and Founder of Horizon Media. "And as the first brand to explore humor within the usually staid insurance category, GEICO is always looking for relevant opportunities and environments to entertain its consumers."

"The unceasing reminders to silence your cell phones at the movies can be mundane," said Sean Riley, Creative Director at The Martin Agency. "We're excited to infuse some humor in the courtesy message and to entertain audiences before their movie begins. We hope that audiences get a kick out of seeing GEICO's quirky characters on the silver screen."

The cinema sponsorships allow brands to showcase creativity on a high impact video platform while reaching an engaged and captivated audience. The placements provide an efficient way to expand brand reach across numerous locations and audiences. The inked agreements include branded Silence Your Cell Phone courtesy messages, cinema lobby advertising and :30 second brand spots.

"This is one of the most unique deals that NCM has ever made because of the strength of the concept, the brilliant creative execution and the relevance in our space," said Cliff Marks, President Sales and Marketing, NCM. "It's the result of a very strong collaboration between NCM and the Horizon Media team which conceived and nurtured the concept to reality. Our theatre owners love the deal. I know that consumers are going to love it as well and most importantly, respond to it."

"We are excited that our strategy and strong relationships with Horizon Media and GEICO have enabled such a significant and creative presence on our screens throughout the year," said Jim Tricarico, EVP, Chief Revenue Officer at Screenvision. "Given the immersive and captivating experience of the cinema, it is an optimal environment for GEICO to showcase this campaign. It is a clever way to share a message on behalf of theatre owners, and one that we feel moviegoers will really enjoy."

GEICO is a leader in the auto insurance industry, and is projected to take over the number two position in the category by the end of the year. The brand has become synonymous with creating tremendously successful advertising over the years with famous characters such as the Caveman, Maxwell the Pig, the GEICO Gecko, and most recently, Caleb the hump day camel. 

About National CineMedia (NCM)

National CineMedia (NCM) operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom Events present cinema advertising and events across the nation's largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM's theater advertising network covers 183 Designated Market Areas® (49 of the top 50) and includes approximately 19,300 screens (over 18,400 digital). During 2012, approximately 710 million patrons attended movies shown in theaters in which NCM currently has exclusive, cinema advertising agreements in place. The NCM Fathom Events live digital broadcast network ("DBN") is comprised of over 740 locations in 172 Designated Market Areas® (including all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 41 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 44.9% interest in and is the managing member of National CineMedia LLC. For more information, visit (NCMI-A)

About Screenvision

Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers. Screenvision provides comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality movie-going experience. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including six of the top 10 exhibitor companies. For more information, visit

About Horizon Media

Horizon Media, Inc. is the fastest growing media services company in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, Chicago and Amsterdam, Netherlands. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Yearby Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become the fastest-growing media agency in the industry, with estimated billings of over $4 billion and approximately 800 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit

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