2. Progressive Insurance was established in 1937.
At the time they were, in fact, Progressive.
But they’re not anymore. And that’s not good.
It’s time for us to make Progressive Progressive again.
THE LANDSCAPE
3. MEDIA OVERVIEW
. . .
CREATIVE
PRODUCT
. . .
BUSINESS PLAN
INSIGHT
. . .
STRATEGY
OBJECTIVES
. . .
RESEARCH
21 3 4
MEASUREMENT
. . .
QUESTIONS
ROLLOUT
. . .
BUDGET
5 6
AGENDA
6. INCREASE NEW
CUSTOMERS IN A 6-
MONTH PERIOD
DEVELOP A PRODUCT
THAT FITS THE GEN Z’S
LIFESTYLE
“PROTECTION NEEDS” -
BOTH TANGIBLE &
INTANGIBLE
ESTABLISH
AWARENESS THAT
PROGRESSIVE OFFERS
A NEW APPROACH TO
“INSURANCE”
21 3
CAMPAIGN OBJECTIVES
18. EXPERIENCE SEEKER #1
MEET
KAYLIN. AN
ALMOST-
SENIOR IN
COLLEGE.
IN 5 YEARS, KAYLIN
IS GOING TO BE 25,
AND WILL
PROBABLY OWN A
CAR AND BE
MOVING INTO AN
APARTMENT WITH
HER BOYFRIEND.
FOR NOW,
SHE IS
LIVING THE
COLLEGE
DREAM.
19. EXPERIENCE SEEKER #2
MEET DAVE.
A SENIOR IN
COLLEGE.
IN 4 YEARS, DAVE
WILL BE BUYING AN
APARTMENT TO
OWN,
AND
PREPPING TO
PROPOSE TO
HIS FIANCE.
20. EXPERIENCE SEEKER #3
MEET ALEXA.
A RECENT
COLLEGE
GRAD.
SHE JUST GOT A
JOB ACROSS THE
COUNTRY, AND IS
TRYING TO FIND AN
APARTMENT, A
ROOMMATE, AND A
TRANSPORTATION
SITUATION
BEFORE SHE
STARTS IN 2
WEEKS
21. INSIGHT
I NEED AN INSURANCE COMPANY TO KEEP
UP WITH MY CHANGING NEEDS
22. BY RE-IMAGINING OUR BUSINESS MODEL, WE CAN
CONNECT WITH THIS TARGET WHERE AND HOW THEY NEED “INSURANCE.” WE
CAN “INSURE” THEM YOUNG, AND ESTABLISH LIFELONG BRAND LOYALTY WITH
JUST A LITTLE IMAGINATION.
ACTION
23. YOU VALUE YOUR EXPERIENCES. WE DO
TOO. WHEN LIFE DOESN’T GO AS
PLANNED, PROGRESSIVE IS THERE TO
MAKE YOUR BAD EXPERIENCES BETTER.
STRATEGY
24. IT’S TIME TO PUT A PRICE ON
EXPERIENCE.
CREATIVE WAY-IN
26. WHEN LIFE GETS YOU DOWN,
PROGRESSIVE HAS YOUR BACK UP (PLAN).
PRODUCT SOLUTION
27. DESIGN AND LAUNCH A CONSUMER-FOCUSED
“BACKUP” POLICY.
IT WILL BE MOBILE-BASED, AND FEATURE AN EASY-TO-
USE INTERFACE BUILT TO SUPPORT THE CONCEPT OF
ON-DEMAND, EVERYTHING INSURANCE.
ACTION
28. IF YOU DON’TWANTTO PAY
INSURANCE FOR THESE
“EXTRAS,” THAT’S OK.THE
APP OFFERS CONTENT & DIY
SOLUTIONS TO HELP MAKE
YOUR EXPERIENCES
BETTER.
MONTHLY PLAN FOR
BASIC “EVERYTHING”
INSURANCE. OPT IN FOR
SPECIALADDITIONAL
COVERAGE WHEN YOU
WANTTO.
ADMIT IT.YOU SLEEP WITH
YOUR PHONE. SO LET’S
MAKE THIS EASY FOR YOU
WITH AN EASYTO USE APP
THAT SEAMLESSLY
INTEGRATES WITH YOUR
OTHER APPS.
21 3
PRODUCT
31. INTEGRATING WITH
CURRENT OFFERS
ADDING POLICIES &
CONTENTATTRACTIVE TO
GEN Z.
NEW BRAND PRODUCT
AND “EVERYTHING”
INSURANCE PLATFORM.
21 3
BUSINESS PLAN
INCREASING CUSTOMER
SATISFACTION / LOYALTY
THROUGH USE OF NEW
INTERFACE
4
34. ANATOMY OF LAUNCH
TARGET
CREATIVE
ONGOING MEASUREMENT AND OPTIMIZATION
INSIGHT
STRATEGY
EXPERIENCE SEEKERS.
WHEN LIFE DOESN’T GO AS PLANNED, PROGRESSIVE IS
THERE TO MAKE YOUR BAD EXPERIENCES BETTER.
I NEED AN INSURANCE COMPANY TO
KEEP UP WITH MY CHANGING NEEDS.
PUT A PRICE ON EXPERIENCE.
TV OLV/SOCIAL OLA/MEDIA
STUNT/
EXPERIENCE
SITE / APP
36. 275 MIL
Gen Z
Instagram Users
1.4 BIL
Users age 18-29
on Facebook
Best way for business
to contact Gen Z is
social media and the
internet
90.6
HRS/MONTH
on smartphone apps
GEN Z ON SOCIAL
37. Invite current
customers to be part of
this new experience
through content on the
Progressive content
system, e-newsletters
and more.
Utilize partnerships &
second-screen
behavior in social to
drive engagement.
Use targeting and
tracking to create a
hyper-contextual
engagement, cross-
device with contextual
messaging & social
video.
Use mass messaging
as a means of re-
evaluation –
Simple, Personal &
Expertise.
OLV/
SOCIAL
TV
CHANNEL RATIONALE
OLA/
MEDIA
STUNT/
EXP.
39. MANIFESTO
Gen Z is at a cruical time of development.They’re making life decisions.
They’re making mistakes.They're having formative experiences, both
good and bad. These experiences don’t have tangible value, but that
doesn’t mean they're not valuable.
So we protect them.
When life gets you down, Progressive has your Backup.
59. ROLLOUT PLAN
Nov Dec Jan Feb Mar Apr
LAUNCH
UX
EXPERIEN
TIAL
TV
EXPERIEN
TIAL
OLV
TV
EXPERIEN
TIAL
OLV
OLA
INFLUENC
ER
EXPERIEN
TIAL
NEW TV
UX
REFRESH
OLV
OLA
MID-NOV 2016:
Soft launch to
install new brand/
positioning
2017: Enhancement
of new positioning
with heavier media
investmentSNAPCHAT
60. DIGITAL ROLLOUT
0 1 2 3 4 5 6 7
FBX retargeting PPA
Youtube (in-stream)
Shazam
Hulu
Digital Roll-out
Months
61. SOCIAL ROLLOUT
0 2 4 6 8
Twitter
Facebook
Shapchat
Instagram
Social Roll-out
Months
1 WEEK
62. TV ROLLOUT
0 2 4 6 8
Primetime
Primetime TV Roll-out
Months
67. INCREASE NEW
CUSTOMERS IN A 6-
MONTH PERIOD
DEVELOP A PRODUCT
THAT FITS THE GEN Z’S
LIFESTYLE
“PROTECTION NEEDS” -
BOTH TANGIBLE &
INTANGIBLE
ESTABLISH
AWARENESS THAT
PROGRESSIVE OFFERS
A NEW APPROACH TO
“INSURANCE”
21 3
CAMPAIGN OBJECTIVES
68. AWARENESS
MEASUREMENT PLAN
TRACK 1: # OF INSTALLS
TRACK 2: VIRALITY
METRIC
TRACK 3: USER ACQ COST
Track # 4: LONGTERM
VALUE
TRACK 1: # SENTIMENT
THOUGH SOCIAL LISTENING
TRACK 2: TV AD
EFFECTIVENESS
THROUGH MILLWARD
BROWN & PGR
WORK WITH PGR TO
CONFIRM RISE IN NEW
PROSPECTS OVER 6
MONTH PERIOD
PRODUCT NEW CUSTOMERS
71. BUSINESS MODEL
KEY PARTNERS KEY ACTIVITIES
KEY RESOURCES
VALUE PROPOSITIONS CUSTOMER
RELATIONSHIP
CHANNELS
CUSTOMER SEGMENTS
COST STRUCTURE REVENUE STREAMS
PRICE
ACCESSIBILITY
CONVENIENCE
SELF SERVICE
AUTOMATED SERVICE BOTS
24/7 CALL CENTER
MOBILE APP
WEBSITE
GEN Z
EXPERIENCE SEEKERS
Fixed costs
(monthly plan)
Variable costs
(cost per insurance)
monthly
subscription
LIFT
TIDE
HANDY
FIREFLY
PROGRESSIVE
& AFFILIATES
72. AWARENESS
MEASUREMENT PLAN
TRACK 1: # OF INSTALLS
Do our installs come from mobile ads or from app
store directly? What is the split between paid and
free sources of users and how does it change over
time?
WHY: to find marketing channels that generate
paying users at the lowest possible cost.
TRACK 2: VIRALITY METRIC
We’ll look at the virality factor to evaluate how
many new users our existing users bring into the
app by tracking sharing links.
WHY: the virality metric indicates how much we
can lower your expected cost per install (CPI)
by.
TRACK 3: USER ACQ COST
Keeping track of our installations and where they
are coming from.
WHY: To uncover which of our advertising channels
are performing, and which are just sucking down
our money.
Track # 4: LONGTERM VALUE
Measuring revenue brought in by a user during
their time of using the app.
WHY: This number is then used to help work out
the return on investment the app will generate.
TRACK 1: # SENTIMENT
SOCIAL LISTENING
TRACK 2: TV AD
EFFECTIVENESS
MILLWARD BROWN & PGR
WORK WITH PGR TO
CONFIRM RISE IN NEW
PROSPECTS OVER 6
MONTH PERIOD
PRODUCT NEW CUSTOMERS
