Winner Status: Silver

Client/Brand: Progressive Insurance

Agency: Arnold Worldwide

Headline:
Dr. Rick became Progressive’s most-watched content on their YouTube channel, delivered against quoting metric benchmarks, and maintains the status of most-loved character amongst the target audience.

Campaign Summary:
To fuel the Parentamorphosis campaign momentum and keep up with an evolving audience, we introduced Dr. Rick, Parenta-Life Coach. In addition to TV, online video was used to target young people who’d cut the cord. We also pulled Dr. Rick out of traditional channels by releasing an audiobook.

Team Credits:
Tricia Griffith, President & CEO - Progressive Insurance

Remi Kent, Chief Marketing Officer - Progressive Insurance

Meghan Walsh, Business Leader of Creative Management - Progressive Insurance

Jennifer Nezovich, Marketing Manager - Progressive Insurance

Kristin Blaser, Senior Marketing Specialist - Progressive Insurance

Lauren Barger, Senior Marketing Specialist Director, Consumer Marketing Strategy - Progressive Insurance

Sean McBride, Chief Creative Officer - Arnold

Gregg Nelson, SVP, Group Creative Director - Arnold

Michael Sullivan, SVP, Group Creative Director - Arnold

Thomas Hair, Creative Director - Arnold

Diana Friedman, Senior Art Director - Arnold

Evan Hohenwarter, Senior Copywriter - Arnold

Molly Burke, Copywriter - Arnold

Daniel Hughes, Art Director - Arnold

Alex McSweeney, VP, Marketing Director - Arnold

Sean Vernaglia, SVP, Executive Producer - Arnold

Additional Contributors: