One of the big challenges of brand marketing is to get noticed in the sea of messages aimed at consumers. This is particularly true in highly competitive markets like auto insurance. These companies spend billions of dollars to attract customers and compete rigorously for market share.
One way to break through the clutter is to find places where there is little competitive advertising. However, often these vehicles have lower levels of reach than the more crowded spaces. Another method is to encourage people to actively attend to your message.
Progressive is doing both by using the “Capcha” feature in online advertising. The company in the graphic below is forcing the viewer to re-write the ad message as part of the invitation process on this Evite:
Progressive’s ad on Evite requires the user to type “Switch to Progressive.”