Progressives Home Insurance

Simple and Small

Company Image

Brand & Marketing

Flo is a fictional character appearing in more than 100 commercials for Progressive Insurance, beginning in 2008. Portrayed by actress and comedian Stephanie Courtney, the character has developed a fan base on social networks and has become an iconic advertising mascot

In October 2009, the Boston Herald referred to Flo as "the commercial break's new sweetheart" and said Courtney was "attaining TV ad icon status". The same article also reported that she was the subject of a popular Halloween costume. At that time, a Facebook page called "Flo, the Progressive Girl" had garnered a little over one million fans. As of January 18, 2015, the Facebook page has more than 5.43 million likes. There are multiple websites dedicated to her, and she is popular on Twitter and various internet forums.

In 2011, Progressive introduced an Australian counterpart to Flo, named Kitty,[6] played by Australian actress Holly Austin.[7]

Simple Packages

Flo/ kitty takes a polar approach of how insurance presents itself.

She is your best friend or mother ( a caring figure )

Her outfit is not a suit, it’s an apron with a pair of converse.

I’m here to help buddy!

When talking about Allstate's Mayhem campaign, Nina Abnee gets right to the point. "We wanted to kick Flo's ass.“

Insurance accounts are now coveted, even cool, at ad agencies. Credit: Illustration: Fred HarperBy emphasizing discounts, Progressive 's perky sales clerk character was apparently getting under the skin of Allstate, the second-largest auto insurer behind State Farm and a client of Leo Burnett, where Ms. Abnee is exec VP. By 2009, Allstate's market share had fallen two straight years to 10.5%, only slightly ahead of Geico (8.21%) and Progressive (7.46%), according to the Insurance Information Institute.

Geico's Gecko, Progressive's Flo Have Goaded Allstate, Others Into Upping Marketing Ante

The good-hands people needed their own over-the-top personality to push their message that there is more to insurance than price. "Nobody wants to sit around and talk about car insurance," Ms. Abnee said. "In order to combat that, we needed to entertain. We needed to get people's attention."

2009 Marketing and Market Share

Who looks like they are going to look after you?

Your Mum

A school prefect

Flo is not present through the Progressive website but the idea of safe and positive is. Aprons are even used in store

Landing Page

Brand & Marketing

The logo has been changed to a lighter color on the website. Dark blue is too strong. ( food for thought )

Flo and the simple shop image is presented on the main page, Images represent not only a menu but an aspiring lifestyle.

New starts , Freedom and a expensive house

For a quick quote you can quickly get a breakdown of what the customer is looking for.

Simple breakdown of items available

Insurance landing page

Brand & Marketing

Sales

Isn't life great

But life isn't always

We can look after you

The images used are smart as its all female focused. Is this a reflection of statics?

Aspiring picture

Interesting use of language as it’s the stick to the picture's carrot.

Simple reinforcement.

• Protect• Confidence• Caring

Home + Home Insurance landing

pageBrand &

Marketing Sales & Distribution

A quick deep dive for someone who knows what there looking for

Any person can find somewhere to hang their hat. Be it single, in a relationship etc.

This may be a way to convert customers to more than just buying car insurance.

What can you insure

Brand & Marketing

Sales & Distribution

Cover Overview. This is a really smart yet underused system of search

Home Insurance

Brand & Marketing

Product & PricingSales & Distribution

Highlight bar gives the feeling of hand holding. This bar could evolve to something that give a positive or negative feedback. It even expands for second tier questions.

Coffee menu allows for people to make decisions. Though this is too heavy on the info.

Google maps reconfirms where we are.

Home Insurance

Brand & Marketing

Claims Management

Product & Pricing Post Sales ServiceSales & Distribution