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."

"When you're being outspent 50-to-1 by a direct competitor, you have to out think them," says Allen Kay, chairman of Korey Kay & Partners. So far, the concept is working, according to the ad agency. Call volume and quotes emanating from the area have been up since the new billboards have been posted.

Source: PR Newswire

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