|Progressive Campaign Adopts New Look
By: Cindy Wendland
Progressive Insurance has done quite well with creating their brand. Once known for insuring high-risk drivers, they are now in the top five of auto insurers. Their spokesperson, Flo, the Progressive Insurance Girl, has become a pop culture icon and made auto insurance research less scary. The latest ad Progressive put out includes some humility and extra honesty.
Again, we go back to The Miracle on 34th Street. Kris Kingle is employed by Macy’s to play Santa at their department store. Customers cannot find the merchandise they seek at Macy’s, so employees tell them they can find it at Gimbels. While initially management is enraged at the suggestion, it turns out to build loyalty and goodwill for Macy’s. Progressive is taking a similar tactic and admitting they may not always have the lowest price. They will provide quotes for auto insurance and will list the company that has the best price, sometimes another company. Consumers respect a company who has their best interest at heart. This is what Flo has always stood for.
Their tagline on this theme is “Showing you the lowest rate even when it’s not our own takes guts. Just like this look.” Then Flo is featured with a punk/goth look. This ad immediately earns respect for Progressive. Consumers feel that the price comparison and research they are given it not rigged but is valid and can be trusted. One company cannot always be cheapest, but to admit it takes guts.
It’s a good campaign and again uses Flo well to underscore their message visually. This is continual strong marketing from Progressive.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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