Progressive Insurance has collaborated with DC Studios and Warner Bros to spotlight its in-app safety feature through the upcoming Superman film.
To bring the partnership to life, Progressive installed a life-sized comic-inspired diorama at the film’s world premiere, featuring a branded car replica suspended in mid-air.
Attendees will be able to take part in a photo opportunity based on the cover of Action Comics #1, allowing them to pose in a scene reminiscent of the original Superman debut.
The partnership and red carpet activation are intended to highlight Progressive in-app Accident Response feature, a real-time tool that supports drivers immediately after a collision.
Meghan Walsh, business leader of integrated marketing at Progressive, said: “With Accident Response, we’re putting real help right at our customers’ fingertips the moment they need it,
“Teaming up with Superman gives us a bold, fun way to showcase just how powerful that support can feel—because when the unexpected happens, Progressive can help save the day.”
The campaign also includes Progressive’s characters Flo and Jamie alongside Superman cast member Isabela Merced, who plays Hawkgirl. It forms part of a wider initiative in which Flo and Jamie give a superhero-themed twist to the Accident Response feature in a series of TV ads.