The Car Lives
If you’re looking for the definition of “devotion”, just talk to a NASCAR fan. They deeply respect the sport. They love the drivers. But if you want them to care about your brand, you need to know your NASCAR.
Our mission? Get NASCAR fans to see Progressive as racing insiders, like a member of the pit crew. And what better way to do that than partner with Denny Hamlin, a titan on the track? But Progressive did more than join the pit crew. They brought Denny’s car to life. This talkative, insurance-obsessed companion keeps Denny on his toes with talk of auto policies and anything else that crosses his engine block.
The result was a multi-platform campaign that got Denny’s fans attention, and brought Progressive along for the ride.
STORY TIME
Progressive’s return is a major positive…not only for Denny Hamlin (and his talking car), but also for NASCAR as a whole.
-Beyond the Flag (Fansided)
VICTORY
These campaigns help create memorable fun experiences that extend well beyond race day excitement.
-Car Racing Today
Social
Radio Spots
A series of radio spots expanded The Car Lives campaign using Denny Hamlin’s talking racecar to blend NASCAR storytelling, humor, and Progressive’s key messages
RESULTS
84%
Brand recall across campaign creative
+7 PTS
Purchase intent VS Category norms
44K+
Engagement across social during launch window
All of the above work was done as part of a team of creatives at Ninety6. This includes but is not limited to Charlie Lisy, Jon Somers, Todd Thompson, Terry Geer, Greg Pfiffner, Kristin Blaser, Jennifer Nezovitch, and the team at Animal.