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Progressive

Overview

A new business win, and a thorny assignment.

Our task was to win back bricks-and-mortar independent insurance agents who sold Progressive, but who were upset that the brand spent 80% of marketing funds promoting sales online.

Progressive created the Drive brand for these agents, and we got this to solve: while the campaign was launched across all platforms to consumers, we were asked specifically to use national TV to target (soothe) the agents. We had to create work relevant to tens of millions of viewers, yet speak directly to 50,000 agents.

Interviewing these agents, we realized that they saw themselves as helpful, important members of their community. They just wanted to be acknowledged.

We found a way to honor them, in a believable way. Using B celebrities who think they’re getting special treatment, we portrayed agents as they saw themselves. (At the same time entertaining and informing the other few millions who were watching.)

By the end of the launch, Glen Renwick, Progressive’s CEO, declared we had created a spectacular success.

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