Creative Strategy, Copywriting, and Experiential Marketing: Progressive
I was a key member of a creative producing team that put on live events and experiences for Progressive, handling creative strategy and copy needs for every step of the way from RFPs to client presentations and on-site signage. Each experience was tailored to Motorcycle, Boat, or RV audiences.
For RFPs, I utilized customer research, insights, and brand goals to conceive unique concepts for live experiences that would create emotional connections and bring Progressive closer to customers, both new and old.
On-site, I wrote wayfinding, activation prompts, sponsor recognition, and instructions focused on sightlines, read time, accessibility, and tone so attendees could move through activations confidently.
Each project delivered unforgettable experiences that strengthened customer love, attracted new interest, and allowed Progressive to gather first-party data for future use in improving products and services.
One particular noteworthy experience was writing sea shanty lyrics for live performances. Two actors were hired to go around at Progressive activated events and perform sea shanties for passerby and attendees.
I also fleshed out their backstory naming these two characters Captain Ebb N. Flo and his first mate Hans UnDek.
It was a success and it ended up becoming a nationwide campaign, from radio campaigns and creating new characters to join the iconic lineup that includes Flo and Dr. Rick.