Younger drivers, age 18-34, offered Progressive an opportunity to distance itself from the rest of the industry - an industry known for large, slow-moving bureaucratic brands that were stuck in the past. Younger consumers want to enjoy their lives; they don't have the time or inclination to think about an auto insurance company that's unresponsive to their needs. They want a different kind of company. That's where Progressive, known for having a passionate culture dedicated to innovative products and services comes in. The main message we wanted to communicate was that shopping Progressive is quick, easy, and can save you money.

This campaign dramatically exceeded all of Progressive's goals and expectations. It also clearly resonated with the younger target audience who are making their first branding decisions about auto loan insurance.Objective: Increase Internet quote volume by 15% vs prior year.Result: Internet quotes were up 33%.Objective: Increase Internet sales volume by 33% vs prior year.Result: Internet sales were up 59%.Source: Progressive Sales Report, June-August 2002.Bonus: The 'Fictional' InstantVoodoo.com site generated over 300,000 visitors. Of these people, many then went to progressive.com. In fact, over 80% of those people had never been to progressive's site before.