Doner Ads Push Insurer Web Site

Progressive Insurance is putting about 10 percent of its estimated $70-80 million advertising budget behind a month-long effort to drive more traffic to its Web site and to freshen its image.
TV spots from Doner, Southfield, Mich., break this week on national spot cable for the Cleveland insurer. The commercials bring the viewer in through video playing on a laptop computer. The campaign plays up a consumer’s ability to not only buy insurance through Progressive’s Web site but to get three competitive quotes from rival insurers, said Alex Ho, Progressive Internet marketing manager.
The campaign also will include radio, print, outdoor and direct mail components. The spending on the Web campaign may increase this year if the program is successful.
The company sold $70 million in policies online in 1990, or about 6 percent of its sales, and that percentage is growing, Ho said.
Progressive is not concerned the campaign will alienate its offline insurance agents because the Web site generates 5,000 leads each month for those offices, he added.
The Internet push is part of a broader campaign from Doner, it’s first for Progressive, that launched last year and is designed to freshen the image of Progressive as the insurance company doing the unexpected, said Scott Lippitt, an executive vice president at the agency. K