Heather Day, a marketing director and brand manager, must evaluate her options for Progressive Insurance’s next Snapshot product advertising campaign. Working on a limited budget, Day must select between employing television ads featuring the popular character known as Flo and continuing with the launch of advertising campaigns already in use, such as “Rate Sucker.” The case places Progressive’s proposed advertising campaign into a broader historical context and asks how the Snapshot product both fits into the company's current business model and affects its channel strategy. Students are presented with a myriad of exhibits that help make this authentic marketing scenario come to life.
This case is used in Darden’s first-year course “Marketing” and would also be an appropriate selection for an “Integrated Marketing Communications” or “Brand Management” course. It is intended to replace “Progressive Insurance” (UVA-M-0633), “Changing Channels: Progressive Insurance Drive Insurance” (UVA-M-0756), and “Does TripSense Make Sense?” (UVA-M-0757).