Progressive Auto Group
The Challenge
The existing advertising for Progressive Auto Group was formulaic and lacked authenticity—green screen backdrops, scripted lines, and a lighthearted tone that failed to convey the trustworthiness customers seek when choosing a dealership. Our challenge was to transform their messaging into something that felt genuine, relatable, and aligned with their values.
Research
Through in-depth research and conversations with their team, we uncovered a significant insight: the employees at Progressive Auto Group were deeply rooted in the local community, often serving friends, neighbors, and lifelong acquaintances. This discovery became the foundation of our strategy—positioning Progressive Auto Group as a truly neighborly business that values its relationships with customers.
Creative Strategy
We developed the slogan, “Progressive Auto Group. They’re just good people,” to encapsulate the sincerity and community spirit that defines the dealerships. To bring credibility and relatability to the forefront, we enlisted Chris Spielman, a trusted and familiar figure in Massillon, OH, to be the face of the campaign. His authenticity and connection to the community provided the perfect voice to articulate the core values of Progressive Auto Group.
Execution
As the creative director, I led the team in producing a series of heartfelt and honest commercials that moved away from the typical dealership clichés. We crafted narratives that showcased the genuine care Progressive Auto Group has for its customers, highlighting real connections and values that resonate with the local audience.
Key components of the campaign included:
- Television and Digital Video Ads: Featuring Chris Spielman, these ads focused on building trust and showcasing the real, neighborly spirit of Progressive Auto Group.
- Print and Digital Ads: We extended the messaging across print and digital platforms, reinforcing the campaign’s key theme: “They’re just good people.”
- Audio Ads: Radio spots leveraged Chris Spielman’s voice and credibility, connecting with listeners on a personal level.
- Creative Integration: We even infused some fun into the campaign by leveraging Chris Spielman’s sports analyst persona for a series of playful car commercials, adding a unique twist while maintaining the overarching theme of credibility and trust.
Results
The new approach successfully differentiated Progressive Auto Group in a crowded market. The campaign elevated their credibility and forged a stronger connection with the community. Progressive Auto Group was no longer just another dealership—they became a trusted neighbor. The response was overwhelmingly positive, with increased foot traffic to the dealerships and a boost in sales attributed to the newfound trust and relatability established through the campaign.
This campaign is a testament to the power of authenticity in advertising. By identifying and amplifying Progressive Auto Group’s core values, we crafted a campaign that didn’t just sell cars; it built relationships. As the creative director, I ensured that every aspect of the campaign—from audio and video to print and digital—delivered a consistent, heartfelt message that resonated with the people of Massillon, making Progressive Auto Group the go-to choice for neighbors, friends, and families alike.