What Do Zits, Boredom and Truly Embarrassing Moments Have To Do With Auto Insurance?
New Campaign From Progressive Talks With Teens in Their Own Language
MAYFIELD VILLAGE, Ohio — February 3, 2003 —Let's face it, teenagers have a lot to think about-getting a driver's license, the upcoming prom, getting a summer job, and what to do about the full-scale pimple eruption that arrives in time for the Saturday night date. Auto insurance? It's probably the last thing on most teens' minds. But, if a company wanted to talk with teens about the virtues of, let's say, 'yearbook photo insurance' that could protect against that bad hair day and the green thing stuck in their teeth, that might pique their interest.
Progressive (NYSE: PGR) today announced the launch of the first-ever auto insurance ad campaign exclusively targeting teens. The TV and print campaign is designed to increase awareness of the company and familiarize teens with the subject of insurance, but in ways that they would think are relevant to their lives.
"This campaign is about getting teens to know Progressive by imagining the endless insurance possibilities that exist in their day-to-day lives," said Alex Ho, brand development director, Progressive. "What about a policy that could protect against those really boring summer days spent at home? Or, protection for awkward social moments-and what teen hasn't had those?"
Ho said: "This campaign is an investment that we expect to pay off in the future. Our data tell us that only a small percent of teens actually buy auto insurance themselves. We want teens to get to know Progressive now so that when it comes time for them to buy a policy, they'll consider us."
"This campaign was an interesting challenge for us," said Barbara Martino, president, G Whiz. "First, clients generally ask that we make product fly off the shelves, but this wasn't the case with Progressive. Second, we got a chance to make insurance relevant and fun for teens, and that's pretty unheard of, isn't it?"
The campaign includes two 30-second spots, one each for boredom and social disaster insurance, scheduled to begin airing on networks targeting teens including MTV, Cartoon Network, ABC Family and Much Music on February 3rd and a print ad for yearbook photo insurance that will first hit in late February in teen magazines like Transworld Skateboarding, Seventeen, YM and Vibe.
About the spots:
Backyard (:30)
In this spot, we see teenagers attempting to overcome a boring day by launching various items from a makeshift catapult. Items ranging from a tricycle to a pink flamingo bounce onto a lawn. The scene soon transitions to more creative "items" such as their friend. Clearly these teens need "boredom insurance."
Cute Guy (:30)
Picture it-a crowded high school hallway, a girl eyeing her "crush" as she walks down the hall with an armload of books and the crush looking back with interest. The scene turns to disaster as she trips and falls over a trash can. Now that's a moment that calls for "social disaster insurance."
Yearbook Photo Insurance (print ad)
This full-color ad features a teen's yearbook photo proof sheet. Unfortunately the teen was suffering a pimple eruption and a bad hair day. The tag reads: "We wish we could insure you against everything from volcanic zits to crappy haircuts. But for now, we can just offer real simple car insurance. When you need some, think Progressive."
- Agency/Location: G Whiz/NYC
- EVP, Creative Director: Rob Jacobson
- Creative Director/Writer: Ted Cohn
- Art Director: Dominic Orologio
- Producer: Elise Kleinman
- Production Company (TV): X-Ray Films, Inc., Los Angeles
- Director (TV) Jeff Gordon
Photographer (print): Ken Anderson, Portland, Ore.
About Progressive
The Progressive group of insurance companies, in business since 1937, ranks fourth in the nation for auto insurance and provides drivers with competitive rates and 24/7, in-person service. The companies offer insurance by phone at 1-800-PROGRESSIVE, online at progressive.com and through more than 30,000 independent insurance agencies. The Progressive Corporation, the holding company, has headquarters in Mayfield Village, Ohio. More information can be found at progressive.com.
About G Whiz
G Whiz is a full-service advertising agency specializing in youth lifestyle marketing. Three years young, G Whiz is a partner company of the Grey Global Group, with services ranging from account management, creative development, production, brand planning, on- and off-line media, and promotions-all devoted to helping clients successfully tap into the mindsets of today's ever-changing youth market.
###
