New York — This month, CURE Auto Insurance, Princeton, N.J., is putting some of GEICO's enormous ad budget to its own use.

By utilizing the "Jiu-Jitsu Marketing" approach created by CURE's advertising agency, Korey Kay & Partners, CURE is leveraging GEICO's ubiquitous "Big Savings" message by securing billboard locations immediately following the GEICO boards with the message "Bigger Savings."

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