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Progressive taps rich media to promote Snapshot serviceBy
Progressive is getting the word out about its Snapshot device through a mobile advertising campaign that uses rich media to engage consumers.
Through the ad, the insurance company is promoting its Snapshot device that plugs into a car and offers discounts for good driving behavior. The ad is running within Pandora’s iPhone application and directs users through interactive stages, where they are able to get rid of rate suckers who are reckless drivers who increase their insurance rates and can see if they are rate suckers themselves.
“We want to be where customers are, and give them the choice on how they interact with us,” said Chris Scott, digital display media manager at Progressive, Mayfield Village, OH.
“Whether they prefer to connect with us on desktop, mobile or by phone, we like to offer choices to consumers,” he said.
“As our CEO Glenn Renwick said recently, mobile is on fire. It’s a primary front door for us and that number is going up on a pretty marked basis.”
How it works
The ad shows a man pressed up against a windshield and includes copy that reads “Steer clear of rate suckers,” with a button that says, “start here.”
If users press start here, they are directed to a mobile site that encourages consumers to tap on the rate suckers to get rid of them. If a user taps on the person pressed up against the windshield the person floats off the screen and a new person replaces that one.
The Progressive mobile ad on a Pandora radio station
Then users are directed to a screen with an option to try Snapshot for free and an option to find out who rate suckers are.
If the user clicks on “Try Snapshot free,” he or she is directed to a landing page that offers a free Snapshot trial or a free quote for an auto policy.
On the other hand, if users clicks on “Who are rate suckers?” they are directed to a screen that tells them to click on the Snapshot device to defend themselves from the rate suckers. When users click on the Snapshot device, the different rate suckers float off the screen.
Users also have the option of taking a quiz to determine if they themselves are rate suckers. The quiz includes questions such as, “Do your bongo drums help you to see better spiritually, while ironically hurting your ability to see physically?”
Once they finish the quiz, they have the option to share their results on Facebook. The results page also directs users back to the page that offers a free Snapshot trial.
“This particular Progressive campaign is a creative spot relating to getting rid of rate suckers by using Progressive’s Snapshot plug-in product, so it makes sense to use rich media to depict the rate-sucking man pushed up against the windshield,” said Simon Buckingham, CEO of Appitalism, New York.
Mr. Buckingham is not affiliated with Progressive. He commented based on his expertise on the subject.
The Progressive quiz that consumers can take
Attracting consumers with rich media
Progressive is not the only company that is using interactive mobile advertising to promote a product.
For example, brokerage firm Charles Schwab is using mobile advertising to alert consumers of its services (see story).
Additionally, T.G.I. Fridays recently launched a rich media ad that includes a 20-second video and directs users to a mobile site, where they can upload videos of themselves singing a cover of an approved song as part of a summer campaign (see story).
“Advertisers are looking to reach engaged consumers, and these eyeballs are increasingly looking at mobile devices,” Mr. Buckingham said. “As such, it makes sense to promote all types of services including insurance through mobile advertising.”
“I do think consumers will sign up for an insurance service based on a mobile ad like this ad that offers a compelling proposition,” he said. “Snapshot is the only way to get discounts on car insurance based on your actual driving, which is appealing to good, safe drivers.”
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York
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