Progressive Insurance is testing a localized Spanish-language campaign designed to boost business for its independent agents.

For the newest initiative, Progressive tapped Grupo Gallegos to create an agent tool kit that consisted of print and radio ads, billboards and direct mail materials for a program that has been rolling out to 10 Latino-heavy markets in Florida, Texas, Arizona and New Mexico.

A Progressive spokeswoman says the company worked closely with the individual agents to tailor the media plans and activities, which also include community events, to their respective territories. As a result, not all components will be deployed in every market. The ads and materials were designed to be customized by the agents.

A billboard already erected in Lakeland, Florida bears the tagline: “Un accidente te complica la vida. Un buen seguro te lo hace más fácil.” The ad features an image of a sport utility vehicle emblazoned with the Progressive name. Also on the billboard are the name, address and toll-free number of a nearby independent agency, Garland Insurance, which reportedly gets 25 percent of its business from Hispanic customers.

Another billboard in Lakeland touts an insurance policy that will cover tools stored in a work vehicle. Radio ads have been placed on WTWB-AM 1570 "La Raza," which airs regional Mexican programming.

Progressive unveiled the program to its agents in June in conjunction with the Independent Insurance Agents of Texas annual conference in Austin. In addition to the advertising initiative, Progressive presented agents with a Spanish-language welcome kit, designed to fit in a glove compartment, for new customers; brochures and billing pages in Spanish; and bilingual referral cards. Progressive said the materials were designed to be culturally relevant and meaningful, noting that the Hispanic population is growing three times more quickly than other demographics.

The ad campaign’s test phase will continue at least through the end of 2008, the Progressive representative says. The company declined to disclose the size of the campaign or specific media placements.

Progressive and its Progressive Direct brand used spot television exclusively in the first nine months of 2007 for its automobile insurance advertisements targeting Latinos. During that time span, Progressive invested $1,023,466 in Spanish-language media measured by Nielsen Monitor-Plus. In all of 2006, Progressive’s Hispanic investment reached $1,440,930 (HMW Archives 4/17/08. Industry Snapshot: Insurance Companies – Automotive).

During the first quarter of 2008, Progressive was the No. 3 advertiser in Hispanic television by units, based on Spanish-language television tracked by Nielsen Monitor-Plus (HMW Archives 5/1/08. The First Quarter: In Review).

Executives at Progressive claim it is the larger writer of auto insurance for Hispanics through independent agents in the country. But they would not offer an estimate of its share of that market.

Progressive has been actively marketing to U.S. Hispanics since 2005, when Coral Gables-based Zubi Advertising was selected as the first-ever Latino agency of record for Progressive Direct (HMW Archives 9/26/05. Zubi Wins Progressive Direct).

In early 2007, Zubi created television and radio spots that touted the insurer’s Spanish-language customer service and the bilingual website – and the ability to switch between the two. Shortly thereafter, in May 2007, Zubi resigned the account due to its Aflac account win (HMW Archives 5/21/2007. Zubi Parts Ways With Progressive Direct).