The strategy that launched Progressive Home Insurance – and a cultural icon.
Client
PROGRESSIVE
Industry
INSURANCE
CHALLENGE
Progressive’s historic spokesperson wasn’t poised to launch a new product to an audience who felt they’d outgrown her.
Flo and the Superstore campaign made Progressive a household name for discount auto insurance. But when it came to protecting their homes, first-time homebuyers turned to established brands like State Farm and AllState that seemed like a better fit for a more established stage of life.
OPPORTUNITY
Demonstrate Progressive’s brand relevance to maturing Millennials going through a major life moment.
To successfully launch Progressive’s first-ever home insurance product, we needed to show first-time homebuyers that Progressive is (still) the brand that gets them – and covers them – better than any other insurance provider. We needed to position Progressive as the grown-up solution for the ultimate grown-up moment of buying their first house.
AUDIENCE INSIGHT
The moment you buy your first house you start turning into your mom and dad.
STRATEGY
Progressive can’t protect you from turning into your parents, but we can protect your home.
CAMPAIGN IDEA
Dr. Rick: Parent-a-morphosis Expert
Creative by Arnold Worldwide
+1M
new home & auto bundled customers acquired in first year of campaign
+93%
lift in brand WOM volume across social media platforms
+75%
lift in brand consideration for Progressive Home Insurance