Strategy: Drive awareness and consideration of Progressive Direct with their target demographic, the 18-34 year old.

Tactics: Paragon developed a dynamic sponsorship platform with Supercross motorcycle racing at events across the country to deliver an authentic experience to fans brought to them by Progressive.

Details: A new Supercross website was created for fans with unique content at HoleshotHeaven.com. A Progressive presence was developed in the pits before races with a photo program based on Progressive's sponsorship of the Holeshot Award. A tent, stage and check replica recreates the award presentation and fans can have their photo taken with models and the check replica and then retrieve their picture at HoleshotHeaven.com. Progressive also receives in-stadium exposure through signage, Diamondvision spots, PA announcements and highly visible Holeshot structure designating the first turn of the course. Progressive also had national broadcast television exposure via commercial spots on CBS throughout the Supercross season.