Tasked to create an insurance product and platform for Progressive Insurance targeted towards Gen Z users, as a final intern project. Backup Insurance lives on a mobile platform under the idea of 'everything insurance.' This presentation is centered around the category of insuring experiences, however the platform allows for expansion into other insurance categories important to this generation of users.

1. 08.04.16

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

4. Let’s make Progressive Progressive again.
GUIDING LIGHT

5. OBJECTIVES
&
RESEARCH
1

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

7. RESEARCH
202
SURVEY
RESPONDENTS
11
INDIVIDUAL
INTERVIEWS
15
HRS MINING MINTEL,
FUTURES COMPANY,
ETC.

8. RESEARCH
PARENTS
HANDLE
INSURANCE
37%
UNSURE IF
THEY HAD
INSURANCE
42%
ONLY
8%
ACTIVELY
ENGAGED WITH
INSURANCE

9. SOCIAL LISTENING

10. RESEARCH
SELF
INVOLVED
WHILE
STRIVING TO
BE
SUCCESSFUL
INDIVIDUAL
& UNIQUE

11. RESEARCH
TECHNOLOGY
SAVVY
GLUED TO
THEIR CELL
PHONE OR
LAPTOP
MEDIA
IMMERSED

12. RESEARCH
DON’T OWN
THINGS.
RATHER
RENT,
LEASE,
OR BORROW.

13. RESEARCH
ALWAYS
LOOKING
FORWARD TO
A NEXT
PURCHASE
OR
EXPERIENCE

14. RESEARCH
65% AGREE THAT
THEY
LIVE FOR
THE NOW

15. RESEARCH
77% VALUE COOL
EXPERIENCES
OVER COOL
PRODUCTS

16. INSIGHT
&
STRATEGY
2

17. TARGET
CAREFREE EXPERIENCE SEEKERS.

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

25. PRODUCT
&
BIZ. PLAN
3

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

29. APP WALK-THOUGH

30. INCREASE OUR CUSTOMER BASE AND ADDRESS IT MORE
EFFECTIVELY.
BUSINESS GOAL

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

32. Features
Monthly
Subscription
9.99 9.99 9.99
—
yearly $99.99
Opt-in/out Add-
ons
X — X —
Location
Services
X — — —
BUSINESS PLAN

33. MEDIA O.V.
&
CREATIVE
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

35. Concert
City Kiosks
Shazam
YouTube
Hulu
FBX Retargeting
Wifi Retargeting
Twitter
Facebook
Instagram
Snapchat
Primetime
OLV/
SOCIAL
TV
CORE CHANNELS
OLA/
MEDIA
STUNT/
EXP.

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.

38. THREE RULES
1 2
3
GET SEEN
CONNECT IN
A PERSONAL WAY
EMBRACE A NEW
ERA OF INSURANCE

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.

40. TV

41. :30 TV

42. :30 TV

43. OLV / SOCIAL

44. :15 OLV

45. :15 OLV

46. SOCIAL POSTINGS

47. INFLUENCERS
MAC MILLER
5.4 MIL - TWITTER
1.6 MIL - INSTAGRAM
338K - TWITTER
2.2 MIL - INSTAGRAM
SAMIRA WILEY

48. OLA / MEDIA

49. SNAPCHAT

50. STUNTS/EXPERIENCE

51. 2 STATIONS PER
5 CITIES
• BOSTON, MA
• PHILADELPHIA, PA
• NYC, NY
• CHICAGO, IL
• ANN HARBOR, MICHIGAN
OOH / KIOSKS

52. STUNT / FESTIVAL

53. WEBSITE

54. MICROSITE

55. MICROSITE

56. MICROSITE

57. MICROSITE

58. ROLLOUT
&
BUDGET
5

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

63. OOH ROLLOUT
0 1 2 3 4 5 6 7
Concert Festival
Charging Kiosks
OOH Roll-out
Months
JUNE 18, 2017

64. BUDGET
MEDIA
WORKING
BUDGET X
Social
Twitter $800,000
Facebook $2,000,000
Snapchat $560,000
Instagram $2,000,000
Shazam $270,000
TV
TV: Primetime $5,750,000
Digital
FBX Retargeting PPA $400,000
WIFI Retargeting $510,690
YouTube (in-stream) $500,000
Website $50
Hulu $400,000
Out-of-Home
Concert $9,260
Kiosks $1,800,000
OOH
12%
Digital
12%
Primetime
38%
Social
38%
=$15 MIL

65. BUDGET
PRODUCTION
WORKING
BUDGET X
TV $900K
OLV $500K
APP $250K
WEBSITE $250K
INFLUENCER $100K
WEBSITE
12%
APP
13%
OLV
25% INFLUENCER
5%
TV
45%
=$2 MIL

66. MEAS.
&
???s
6

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

69. LET’S CHAT

70. THANKS!

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