Work From Home
National Multi-channel Campaign
At the beginning of COVID-19, our focus was relief for our customers and communities. In total, we gave back more than $1 billion as credits. But as time went on, we realized that people also needed a sense of release. They needed a break from the headlines. Our brand was positioned to do just that.
The ‘Work From Home’ campaign is based on the insight that logging-in from home creates a unique set of challenges; from bad internet connections to intimate glimpses of your coworkers. We strung together a series of six spots, from concept to on-air in 26.5 days — breaking through the clutter of sober piano music and “unprecedented times.”
Thanks to our partners at Arnold, we were able to capture the SuperSquad cast entirely from home, making Progressive the first of our industry to do so. Webcam to webcam, we prompted each character with idea nuggets and let their improv chops shine. (Learn more about the process and see BTS footage on AdWeek)
We’re proud to say the “WFH: Overtime” YouTube series was completely concepted, edited and finished in-house. Ninety6 also edited two :30 TV ads (Mara Unmuted & Role Play) in less than four days, from raw footage to national broadcast. We worked rabidly through a growing pandemic to serve up a smile — and our savings message — in a way only our brand could do.
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#WorkFromHome
The conversation continued on social media with a new spot every week and viewers kept tuning-in. With organic and paid social creative, we were able to reach a record amount of eyeballs in a short amount of time.
