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Progressive Engages First-Time Homeowners with Branded Bathroom Content

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The podcast content series was created in partnership with Arnold
Progressive Engages First-Time Homeowners with Branded Bathroom Content

Who doesn’t like to sing in the shower? Progressive is tapping into that fun pastime in a new effort to connect with first-time homeowners in their 20s and 30s.

Rather than going the traditional advertising route, Progressive and agency partner Arnold decided to created 'Shower Sessions,' which is a healthy combination of a podcast and branded video series – all filmed in a bathroom. Grammy-winning artist St. Vincent is hosting the interview-musical performance series, which launches today.

Who doesn’t like to sing in the shower? Progressive is tapping into that fun pastime in a new effort to connect with first-time homeowners in their 20s and 30s.

Rather than going the traditional advertising route, Progressive and agency partner Arnold decided to created "Shower Sessions," which is a healthy combination of a podcast and branded video series – all filmed in a bathroom. Grammy-winning artist St. Vincent is hosting the interview-musical performance series, which launches today.

According to Progressive and Arnold’s research, home buyers in their 20s and 30s are passionate about music and podcasts, which attract 75 million monthly listeners, two out of three whom are between 18 and 34 years old.

 "Singing in the shower is a universal experience. With Shower Sessions, we wanted to take that universal experience and elevate it, with St. Vincent as our muse. We essentially asked ourselves – what would the St. Vincent version of singing in the shower be?" said Sean McBride, chief creative officer of Arnold.

He added: "And where we landed was that the performances would be raw and eclectic, the interviews would be surprising, and the aesthetics would be slightly askew. We’re excited for music fans to get the chance to see and hear this content. We’ve very proud of it."

Arnold collaborated with Vivendi sister company Universal Music Group get St. Vincent onboard and to artists including, Kassi Ashton, Loote, Donna Missal, Duckwrth, Banners and Amber Mark.

"Shower Sessions" podcasts can be accessed via Apple, Stitcher, Google Play and Spotify, with videos available on the Progressive YouTube page. Quibi will also feature musical performances in its Brand Spotlight section.

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Agency

Agency: Arnold

Creative

Chief Creative Officer: Sean McBride

Associate Creative Director, Art: Ashley Herrin

Art Directors: Helen Rieger, Cristin Barth, Jamie Malnati

Jr Copywriter: Zoe Myers

Digital Producers: Rebecca Chaplick and Peter Ryan

UX Designers: Ma’ayan Castel and Chris Cappella

Marketing: Val Bettini, Alex McSweeney, Dot Delany

Planning: Catherine Sheehan and Ryan Vinnicombe

Project Management: Brya Capell and Tina Meade

Head of Integrated Production: Zamile Vilakazi

Broadcast Producers: Nicole Hollis-Vitale and Mike Lawson

Production Assistant: Danielle Balanov

Head of Business Affairs: Danielle Ivicic

Universal Music Group

SVP Strategic Marketing & Brand Partnerships: Naomi McMahon

Director / Brand Partnerships: Chelsea Cloud

Senior Director, Brand Partnerships: Steve Malesky

Production

Production Co: Zinc Productions

Zinc Productions

Executive Producer: Janet Henderson

Photographer: David Salafia

Director of Photography: Stebs

Editing

Editorial, Colour & Finishing: Peel & Eat

Executive Producer: Joel Walker

Editor: Pete Warren

Asst. Editor: Amy Puffer

Colour & Animation: Filip Kotsishevskiy

Audio

Audio Mixing: Soundtrack Boston

Engineer: Mike Secher

Podcast Production

Podcast Production: Slate

Andrew Harding: Vice President, Slate Studios

Lily Butler: Director of Creative Strategy, Slate Studios

Michele Siegel: Managing Producer, Slate Studios

Meryl Devulder: Project Manager, Slate Studios

Genres: Music performance, People, Musical

Arnold Worldwide, Tue, 28 Apr 2020 19:37:36 GMT