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Progressive
Rate Suckers Beware

RAN IN: United States

CLIENT
Progressive Corporation

Jeff Charney - CMO
Gargi Patel - Director, Integrated Mktg.
Bruce Perlman - Integrated Mktg. Business Leader

AGENCY
Arnold Worldwide *Lead Agency

Elliott Seaborn - Managing Director
Vallerie Bettini - SVP, Group Mktg. Director
Jaime Guild - Broadcast Producer
Pete Johnson - EVP, Executive Creative Director
Sean McBride - SVP Creative Director
Hannah Schaefer - Sr. Mktg. Producer
Josh Tetrault - Creative Director


SUMMARY

There's a covert issue with insurance rates: good drivers subsidizing bad drivers. Why? Rate calculation is typically rooted in generic characteristics. Progressive wasn't comfortable with that and created Snapshot, a usage-based-device personalizing rates. How do you sell a solution to a problem most people don't even know they have? By doing something totally disruptive in the marketplace. Progressive unveiled a new breed of the undead: Rate Suckers, whose only kryptonite is Snapshot. As a result of the campaign, user base increased 18.6%, with new users saving $47MM+ in premiums.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,Print,Social Networking Applications

Audience: Men,Women,Young Men (20-35),Young Women (20-35)

Objectives: Gain new customers

Type: Business-to-Consumer

Classification: National

Language: English