Over the summer, I had the opportunity to intern at Progresive Auto Insurance. As part of the job, I was able to attend presentations by some of their executives. One of these meetings was with the Chief Marketing Officer, Larry Bloomenkranz, who was responsible for the latest Progressive 'Flo Superstore' television advertisements.(I believe he was also the man behind the UPS whiteboard campaign)
He began by explaining that the problem they had noticed with prior advertisement campaigns (I think they had something with a water-skiing squirrel) was that viewers liked the commercials but would not associate them with Progressive. So when they first started brainstorming for a new campaign, the main goal was to make it feel 'Progressive' through the use of branding. As annoying as the commercials can be, everything on the sets is made to be distinctly Progressive, from the packaging, to the price guns, to even the tricked out name tag.
The campaign has been airing for over a year and half, and so far it seems to be a success for them. At the end of the presentation he showed us reports that show there was a distinctive increase in viewer recognition. It is always nice to have quantitative evidence to support what designers do and prove that we can help a company's bottom line.
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