Re-introducing Progressive as a brand that’s all business.
Client
PROGRESSIVE
Industry
INSURANCE
CHALLENGE
Break through category noise to reach the most marketed-to audience on the planet: small business owners.
Progressive, a relative newcomer in the business insurance space, needed to establish itself as the brand that’s uniquely able to protect small business owners who are getting insured for the first time.
OPPORTUNITY
Get our audience’s attention—and their business—by getting real.
Every financial services company communicates with business owners the same way: smiling, happy owners standing with smiling, happy customers, standing triumphantly behind their counters or on mountaintops (insert eyeroll here).
It’s a communications approach that doesn’t indicate any need for insurance – a product that’s only valuable when things go south. And it’s a naively rosy picture that any business owner will tell you is only part of the story.
AUDIENCE INSIGHT
The reality of owning a small business isn’t always a fairytale.
STRATEGY
When small business gets real, Progressive helps you get back on track.
CAMPAIGN IDEA
Fairytales
Creative by Arnold Worldwide
EXTENDING THE STRATEGY
Getting real was so successful for Progressive, we kept the campaign going with a focus on independent contractors and a refreshed take on the audience insight.
AUDIENCE INSIGHT
They may be solo-preneurs, but there’s nothing “small” about their business.
CAMPAIGN IDEA
Small business makes big demands.
Creative by Arnold Worldwide
+64%
in net written premiums
30x
growth for Progressive vs. the commercial insurance category