Increasing market share for 15 years
You can skip to 03:40 for the good stuff
Flo humanizes insurance, something that can feel pretty impersonal.
— Caley Caldwell (Professor, VCU Brandcenter)
The first 20 broadcast spots
People were intimidated by shopping online for their own insurance, so we built a visual metaphor to help make them more comfortable. ‘The Superstore’ was both infinite and intimate–the familiarity of a big box store infused with a hint of 50’s aesthetic.
Presided over by a whimsically likable cashier, it was a place we could return to for several iterations to establish a beachhead for Progressive.
One endearing character
We crafted Flo to be the embodiment of the Progressive brand–funny, knowledgable, approachable and positive– always energetic and ready to help.
When we cast Stephanie Courtney, we knew we had a chance at something special. Hopeful that we could make full use of her talent as an improv actor, we covered the script then we set her free… and she did not disappoint. The client was so impressed he decided to make that character the recurring focal point.
The evolution of an icon
Building a character that stays true but has depth
A case study in character building and campaign longevity
What began as a branded direct response campaign was allowed to grow into one of the strongest brand marketing cases of all time. It’s a testament to what an agency and client can do when they trust each other and work together to move the needle.
If you think of Q scores, if you see someone 15-20 times/month over 10 years, you’re probably going to get tired of that person. The data is showing the opposite about Flo. That’s a very difficult thing to achieve.
— Jeff Charney (CMO, Progressive 2018)