Creative Strategy, Copywriting, and Experiential Marketing for 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 notable project involved writing sea shanty lyrics for live brand performances. Two actors were cast to appear at Progressive activation events, performing original sea shanties for attendees and passersby.
The performances quickly became a standout moment at the events, resonating strongly with audiences and generating momentum beyond the activations themselves. As a result, Progressive expanded the concept into a full-scale campaign.
From there, I wrote additional sea shanty lyrics and developed the characters’ names and backstories for Captain Ebb N. Flo and his first mate, Hans UnDek. The campaign went on to win the Best Radio Campaign Award and contributed to Special Lines exceeding $6.9 billion in premiums.