POETRY of MOTION
Riders are most alive on their bike. They feel see hear and are a part of everything. But how do you capture this rich experience? This 360 degree sensory explosion in a print ad? While the rest of the motorcycle industry tries to show this feeling, we wanted our audience to truly feel the feeling. In a poem by Dave Karlotski, we found words that were worth 1000 pictures.
Counter to what is expected in a motorcylce insurance ad, we decided to show no motorcycles and mention no insurance. Instead we used the power of words to help capture what it actually feels like to ride. What makes Progressive the #1 motrcycle insurer is the fact that they understand that feeling.
HOW WE GOT THERE
CREATIVE THINKING WORKSHOP
THE “YES AND” MINDSET
FREEWHEELING
This is your standard brainstorm where you throw out ideas, write them down and build on them.
FLIP CHARTS
With this technique, you break into groups and write down your ideas onto flip charts. Then the groups rotate and add on new ideas with post-it notes. It’s a great way to get a lot of people collaborating and inspire new thoughts. Plus, it gets you up and walking about.
180 DEGREE THINKING
Example: You’re brainstorming an idea for a Huggies commercial. Your first thought might be to show a baby running around in Huggies. 180-degree thinking might be not showing a baby at all. Or not showing diapers at all. Imagine a Huggies ad with no product in it and no babies. Go.
Proving the value of a good brief, the strategy team brought to the table a poem by little known author and rider Dave Karlotski. This poem put into words all the things we were trying to show. The riders in the room referenced it regularly and connected to the authenticity of Daves words.
So we took a gamble and decided to lean hard into this and the value of brand love in story telling.
VISUAL EXPLORATIONS
And then we took it the extra mile. We seized the opportunity to develop visceral content that captured the sensory feeling of the ride. Cinematic footage, diverse and layered voices, all woven together to create a spine tingling, ASMR sensation of the ride from every perspective.
What started as an ask for three print ads resulted in a multichannel campaign complete with OLV display and social extensions.
CASE STUDY VIDEO
:60 Spot
:30 Spot
:15 Spot
RESULTS
High & Low
In the first 5 weeks of running the 60 second Poetry of Motion spot, it had the highest conversion rate and the lowest cost per quote finish of all the spots running. It drove 69,490 quotes costing only 90 cents per finished quote.
170% +
When comparing the Poetry of Motion creative to other Progressive motorcycle creative, Poetry of Motion drove 170% more motorcycle quote finishes at a 44% more efficient CPQF.
$34k VS $12k
Additionally, the Poetry of Motion creative drove $34k non-motorcycle insurance quote finishes whereas other ads running only drove $12k in non-motorcycle insurances quote finishes.
All of the above work was done as part of a team of creatives at Ninety6. This includes but is not limited to Casey Ocasio, Brandon Lisy, Michael Gump Jr., Todd Thompson, Terry Geer, Jenna Schroth & Dalon Wolford.