Client: Progressive Insurance Date: August 9, 2010

Team: 4 - Nash Healey Product: Pay as you Drive Insurance Plan

What do we stand for? The revolution of car insurance. (You) take the keys.What do we stand for? The revolution of car insurance. (You) take the keys.

Problem/Challenge: Rise above the industry’s recycled strategy to reach Millennials; offering a plan that rejects one-size-fits-all coverage and jumpstarts a new age of auto insurance.

Target Audience: 18-25 year old (student) drivers, including incoming college students, current students, and early post-graduates. Focus on those still covered by relatives as well as those actively seeking an independent plan.

Accepted Common Belief: Auto insurance is seen as a costly, irritating necessity, and therefore is not considered until absolutely necessary. The “one size fits all” approach misses the mark with Millennials, who are extremely diverse and seek personalization.

Why do we matter? Our product fits the Millennial lifestyle like nothing has before. Now the relationship between your car, your driving habits, and your coverage is measurable, tangible and transparent. Accountability has never been more clear both for the consumer and for Progressive.

Who is the enemy? One-size-fits-all insurance; preconceived notions of auto insurance

Brand Tone: Spontaneous, forward-thinking, open-minded, personal, intelligent, direct, simple.

ChannelChannel RoleRole Key MessageKey Message Desired BehaviorDesired

Behavior

How will weDrive participation?[channel strategy]

We will target Millennials through media channels that come naturally to them on their own time and own terms (employing both online and mobile technologies) we will show Millennials why our product simple fits their unique reality.

Television

Mobile

Online

Out of Home

Introduce a new and innovative

approach to auto insurance;

differentiate from the competition

Make insurance info constantly accessible and

easy to understand &

use

Generate product buzz by engaging Millennials within

their own environment

Insurance as unique and

personalized as you are

Progressive is connected to

campus life and is more in tune with student drivers’

needs

Spark interest, start discussion; go online to find out more about

MyMiles

Use our app when you’re on the road

and share your success with it

online

Share the success stories and increase

interaction with Progressive

Experience insurance in a

new, fun way; talk to friends about being keyed and consider the plan

Answers where and when you want

Open forum to share experiences

and integrate guerilla campaign

Coverage on your keys.

A simple plan with tangible protection.