Alter Flo

Art Direction - Concept + Design, Copywriting

While consumers are conditioned to insure their physical assets (cars, homes), they often leave their most valuable asset, their digital identity, completely exposed. The challenge was to move 'Identity Protection' from an optional tech add-on to a fundamental pillar of modern insurance.

We live in an age where people will spend $50 on a phone case to protect a screen, but leave their social security number vulnerable to a global network of hackers. There is a security blindspot where the threat feels too abstract to act upon until it is too late.

We positioned Progressive IDnotify not as a separate service, but as the logical evolution of Progressive’s 'Always-On' protection. If Progressive watches over your driveway, IDnotify watches over your data. We transformed a complex digital fear into a simple, manageable insurance line-item.

Storyboard :30s

Experiential Activation

Flo and Flo’s doppelganger (who will act like she is Janice acting like Flo) roam the streets of New York City. 

Flo’s doppelganger interacts with people in the street, asking if they know who she is; have they heard of Progressive; did they know that they can bundle home and auto insurance with Progressive; what’s their favorite color; and other random questions and interactions. 

Flo follows the doppelganger at a safe distance and mimic everything the doppelganger does and does it to the same people the doppelganger interacted with. 

The people Flo doppelganger interacted with will feel confused, because they just interacted with Flo, or so they thought. 

Flo acts like she doesn’t know she has a doppelganger (someone pretending to be her/identity thief ) roaming the streets of New York City impersonating her. 

Flo then educates them on the statistics, horror, and damage of identity theft and pitches the features and benefits of having Progressive ID Protection by IDnotify®. After her pitch, she always end with “If you wait until you need it, it’s already too late”.