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Why Progressive’s Energetic Flo Is a Marketing Success

The quirky character Flo helps market Progressive’s services.

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To help demystify the auto insurance shopping experience, Progressive Corp.’s (PGR) TV commercials show an energetic salesperson named Flo helping customers at a bright and open superstore representing “an insurance heaven.” “People often see insurance shopping as something painful,” says Chris Owen, Progressive marketing business leader, “so we wanted to create something familiar, like grocery shopping.”

As Owen explains, Flo’s quirky personality reflects Progressive’s brand image through her vitality and dynamism. “Progressive isn’t a boring, traditional auto insurance company,” he says. “We all have a lot of energy, and her character reflects our culture.” Owen notes that while Progressive’s strong suit is its competitive rates, customers also receive services for which they don’t have to pay extra, including pet injury coverage and concierge claims service.

The commercials began airing in January 2008. Progressive also runs print and online ads that include Flo, all of which are part of the “Superstore” campaign.

The company says it has seen an increase in the number of customers because its consistent advertising strategies have built recognition faster. Adds Owen: “Having a well-known brand puts you on the top of consumers’ list of companies when they consider shopping for car insurance.”