What they were up against.
The fourth-largest insurance company in the U.S., Progressive has always been an innovator. They were the first to send Immediate Response Vehicles to the scene of an accident. They are the leader in selling DTC insurance. And they invented the game-changing technology, Snapshot, that lowered rates for safe driving habits. But they also had some challenges: perception versus reality, eroding agency trust, channel conflict, lack of integration and underutilized tools. Many agents considered Progressive only for high-risk business. Progressive’s move into DTC created mistrust among agents, and Progressive was not addressing channel conflict effectively as their 35,000 agents were hearing Flo tell consumers they could buy direct.
What we did to help.
We conducted field research to define a core promise for agents that was authentic and differentiating: “Smart Business Made Simple.” We then demonstrated how the promise we made to agents connected to the essence of the brand and what we were saying to consumers. We developed a creative strategy and multiplatform campaign, along with a 12-week “Bundle” promotion, that made the promise come alive. We brought Cleveland to Main Street, highlighted the people behind the business and found a way to complement Flo, not copy her.
What happened next.
Bundled policies rose by 71%. For the Snapshot program, the goal of 10,000 agent test drives was reached within eight weeks. We created high-impact communications and developed an extended training plan to build strong relationships and ensure we create accurate perceptions of all that Progressive does for their agents.