“I ♥ INSURANCE”
Getting people to love their insurance, that’s no small hurdle. That’s a mountain to climb. Because, when you think about it, you only deal with your insurance company when you owe them money or after you’ve been in an accident. And how friendly can you make that?
So we started by creating the world of Progressive. A place we call the Superstore, a friendly, easy-going place where we could make the intangible, well, tangible.
And then we created the super employee, and we named her Flo. We launched her on primetime and almost overnight, her popularity took off. Flo is ever the energetic optimist, she knows what customers are looking for when it comes to insurance. And she quells their fears and even gets them excited about saving money with new Progressive products. Flo became more than a friendly face, she became an icon – one of the biggest in the business.
And here’s how all the work flows. Get it Flo-ws?
Television is where Flo was born. When you watch these spots, you’ll notice how well Flo works across all product lines. "She started selling auto insurance and now she helps us sell everything, from motorcycle, to boat and even RV insurance."
Yep, our Superstore is all over the web now. Given the dynamic nature of banners, we were able to be extremely nimble in optimizing the best performing creative. While the campaign was optimized initially using ROS banners within the ad networks media buy, we eventually ran them in homepage takeovers on the larger ad portals. We also made sure that any and all television creative was posted to YouTube and the Progressive Facebook fan page.
When it comes to a targeted print campaign for our motorcycle drivers, boat owners and RV owners, Flo was also featured. In fact, the success of Flo can now be seen in just about everything from statement stuffers to agent direct mail pieces.
Superstore Social Media
With all of this exposure, Flo has become pretty popular. She’s all over Youtube, has tons of fans on Facebook, people by the hundred request her big tricked out nametag and they’ve even started dressing up like her for Halloween. We’re happy to say, pop culture just can’t get enough of her.
It all adds up to super results.
Progressive’s Flo has many Facebook pages dedicated to her, including Progressive’s branded page and independent Flo pages, with a combined total of 454,168 fans (as of 3/19/10). This is almost 600% more fans than the next nearest competitor in the category.
Source: Facebook, cumulative through 3/19/10
Great work works, right? Well, check this out. Since January of ’08 we’ve seen significant increases in Awareness as well as the key drivers of Consideration in the category. We’ve also see improvement in the number of people visiting progressive.com and those getting quotes. But beyond that, we know our campaign is resonating because Flo and Progressive are becoming increasingly more relevant in pop culture.
Source: Millward Brown Continuous Brand Tracker
Source: Google Analytics
CHANGING HOW PEOPLE THINK ABOUT AUTO INSURANCE?
NOW THAT’S PROGRESSIVE.