Flo from Progressive: Behind the Campaign’s Success
Progressive Insurance has some of the most creative commercials out there. There are the GEICO Gecko®, the LiMu Emu, and the Aflac Duck. But in my opinion, nothing compares to Flo from Progressive.
Progressive created an online superstore where insurance is sold off-the-shelf like a can of soup in a supermarket. Progressive’s commercials have made insurance — something that you physically cannot hold — a tangible product. But the fictional character of Flo, a perky insurance saleswoman, is truly the star of the show and has been the star for over a decade. Staying relevant has become no easy task. So how did the Flo campaign become so successful?
Flo simplifies the complicated idea of insurance: Flo is a simple insurance saleswoman who knows a lot about insurance, absolutely adores insurance, and can help anyone find the perfect insurance package. Flo is not a slogan, but most definitely embodies the essence of Progressive. Progressive wanted the Flo campaign to make shopping for insurance an enjoyable experience. What Flo stands for is precisely what Progressive wants as its brand reputation. Purchasing insurance is typically daunting and confusing, but Flo makes the idea of buying insurance tangible and approachable. She shows viewers how Progressive makes finding the perfect insurance quick and easy. Nancy and Bob were sure glad to see that they could save $224 by switching to Progressive.
Flo is memorable: The Flo campaign thrives off of its strategic development of Flo’s memorable and iconic aesthetic. Her bright red lipstick, bold winged eyeliner, perky hairstyle, nametag, and stark white uniform are distinct and easy to picture. While her outfit may slightly change as she is placed into different scenarios, her costume is consistently white. Her enthusiasm and extreme passion for insurance are unforgettable, and her image is practically universal.
Flo became a “real person”: Progressive decided to make Flo more than just a mascot. Flo became a “real person” with a substantial social media following. People interact with Flo and respond to her posts on Facebook and Twitter as if she were a real person. When questions about insurance arise, people actively seek out her individual knowledge. She is seen to be a credible thought-leader when it comes to learning about insurance.
Flo’s character is different: Flo’s character strays from the stereotypical saleswoman who relies on sex appeal to capture a customer’s attention to sell a product. Flo is not the typical thin, young, attractive saleswoman in tight clothing. Instead, she is a modestly dressed, middle-aged woman who capitalizes on her perky energy and whimsical humor to grab the customer’s attention.
Flo deserves the credit for giving the Progressive commercials their unconventional and entertaining reputation, but also much of their monetary success. People associate her endearing personality and humor with the brand that she represents. She is the angel sent from insurance heaven to help you. This insurance queen has deservedly earned her place as a memorable icon, and it seems that her reign is far from over.
