In 2018, we had a focus on driving consideration for Progressive as “a brand for people like me.” Our goal was to create an idea-first activation that gave us the ability to propel Progressive into culture and make us talked about and beloved by our audience. Ultimately, our objective was to drive a lift in social sentiment and conversation.

Upon our research, we learned that almost 50% of millennials were still on their father’s car insurance policy well into adulthood. We also learned that one of the most popular gifts for dads for Father’s Day was cologne. So we decided it was time for a new kind of fragrance. Not just a perfume, but a promise. And one that echoed every father’s deepest desire: Get… “Off My Insurance.”

Every Father’s Day, fathers across the country receive all kinds of lame gifts from their kids. Neck ties. Shaving kits. And, most famously, bottles of cologne.

It’s a yearly indignity made worse by the fact that more and more adult children are living at home well into their twenties, extending the financial burden on their parents. Can you imagine paying for your grown child’s food, water, lodging, and insurance, then receiving a tiny bottle of scented swill in return?

Our solution was to own the Father’s Day social conversation by creating our own fragrance. A tongue-in-cheek product with a crystal clear message designed to reach both parents and their adult children. And a call-to-action that dads everywhere would appreciate: Get… "Off My Insurance,” the new eau de parfum de Progressif.

Millennials made headlines early in life, infamous for being raised by “Helicopter Parents” who orchestrated and monitored their every move – and infantilized a generation known for seeing their parents as their closest friends and advisors. Millennials were also the first generation to move back in with mom and dad, en masse in early adulthood, after the Great Recession stopped fledgling career plans dead in their tracks. It came as no surprise to learn that, in addition to staying on their parents’ healthcare policies until 26, almost 50% of millennials are also on their parents’ car insurance policy well into adulthood, driving up costs as much as 60%. When we learned that one of the most popular gifts for still-hardworking dads on Father’s Day is cologne, we decided it was time for a new kind of fragrance. Not just a perfume, but a promise…to get their children off their insurance.

This year for Father’s Day, we decided to launch a campaign that gave a voice to frustrated, financially taxed fathers everywhere. Adopting the tone and manner of a high fashion cologne campaign, we encouraged grown children to give the Father’s Day gift that Dad himself would ask for, if only he could: Get… “Off My Insurance.”

The campaign plays off the familiar tropes of avant-garde, high-end fragrance marketing. Surreal imagery. Nonlinear narrative. And overwrought symbolism. All of it culminating in a simple, intentionally blunt call to action.

The work ran as online video pre-roll and across social networks for 10 days. We used a combo of paid social and influencers to generate buzz for the product, which sold out in less in than 24 hours.

This campaign ran in June 2019, in the two weeks leading up to Father's Day.

Our goal was to create an idea-first activation that gave us the ability to propel Progressive into culture and make us talked about and beloved by our audience. Ultimately, our objective was to drive a lift in social sentiment and conversation and we did just that with 17.5MM impressions and a 155% increase in positive brand sentiment. And not only that, our bottles of cologne sold out in 24 hours.