Progressive’s home insurance awareness and consideration relative to major competitors remained a challenge, lagging competitors who had been messaging home insurance for decades. Progressive trailed leading competitors by double digits in awareness and came up short on consideration metrics. All our major competitors were using the same “bundle and save” language across channels. Even with a strong insight, we had to get creative to avoid fading into the background.

Driving quotes is a primary goal for Progressive and during a time when the overall insurance market was unusually volatile, we were still striving to increase policies in force amongst their highest value customer segment, Young Homeowners (25-44). In addition to quotes, our second objective was to increase Progressive's relevance with this audience. And lastly, with every major insurer fighting for the same customer base, we were looking for ways to beat the competition.

Dr. Rick is a Parenta-Life Coach. His very niche job is to help young homeowners from turning into their parents when they buy their first home. It’s a condition called “Parentamorphosis” and it has become his life’s work. Dr. Rick’s passion is rooted in personal experience. He too, was a sufferer. But he made it through. And now he’s on a mission to save others.

Parental triggers are around every corner – from lawn ornaments to tempting small talk in elevators….no one’s safe from the dangerous pitfalls of Parentamorphosis. In these films, we watch as Dr. Rick helps sufferers everywhere un-become their parents. One step at a time.

The Dr. Rick character quickly became a household name and is now Progressive’s most loved character, specifically among our target audience. Dr. Rick maintains his relevance with this audience with 73% likeability and making Adage’s top 9 most popular insurance ad characters.

The Dr. Rick work continues to drive increased policies in force and consistently beats the quoting metric norms. While the campaign has been in market, Progressive moved from the #4 auto insurer up to #1, and in 2022 continued to battle for those #1 and #2 spots with their competitors.