Earning the right through reflection
Brand relevancy was weak. Progressive is known for their whimsical and iconic spokesperson, Flo. A personality not built for business, especially for truckers. As a result, Progressive Commercial trucking insurance was not in truckers’ consideration set, even with very competitive rates. Owner-operators felt Progressive did not truly understand their needs as a profession, or as people.
The following work is changing all that and contributing to record-high applications month over month.