Progressive Woos Motorcyclists with Flo's Chop Shop - Event Marketer

Progressive Woos Motorcyclists with Flo’s Chop Shop

2016_Ex_EX_MultiMarketB2C_Progressive
Brand: PROGRESSIVE INSURANCE
Agency: MATCH MARKETING GROUP
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2016

Flo’s Chop Shop, a pop-up branded barber shop/beauty parlor reached motorcycle riders at their passion points at rallies across the U.S. The yearlong experiential program combined brand education with pampering while subtly communicating the message that Progressive understands rally culture and bikers’ safety and insurance coverage needs. Eighty-one percent of visitors said they were more likely to consider Progressive Insurance after visiting the Chop Shop—no go-with-the-Flo results here.

Named after Progressive’s spunky spokesgal, Flo’s Chop Shop was a cool, utilitarian rock ‘n’ roll rest stop where bikers could chill after their long, hot road trips and receive free shaves, beard trims, boot shines, music and Flo-shaped flapjacks, along with maps, VIP parking and sunscreen. Local social media influencers known in the motorcycle community were invited to add authenticity to each stop.

At international motorcycle shows, the shops became known as Progressive Parlors that donated $10 for each shave to the Movember Foundation and matched visitor donations. The partnership with the Movember Foundation generated short films that went viral on YouTube and raised donations and awareness for men’s health issues. Flo’s Chop Shops reached more than 10,000 people, 100 percent of whom gave the experience a stubble-free rating as “excellent” or “good.”

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