Trucker Territory — Progressive Commercial
Experiential, Digital, Web, Social
The Thinking:
No occupation on earth is as undervalued as the American trucker.
3.5 million men and women deliver everything we need to live, from toilet paper to baby formula, yet their existence is thankless and borderline invisible. So when Progressive Commercial tasked us with increasing policy holders in the trucking industry, we started with something simple: respecting and understanding the community.
What grew from this empathetic, altruistic foundation was a massive, multi-year campaign designed to keep truckers healthy, happy, and entertained on the road. We did this by proving our insider status through a wide range of mediums, culminating in a new, digital home for the American trucker.
*Bald Eagle Screech*
We call it: Trucker Territory.
Digital
Video
Trucker documentaries, business tools and more, all to champion and entertain drivers on the go.
Rock ‘n’ Roll — Behind the Wheel Documentary: Driven by the power of music and his love for the road, OTR driver and band booking agent, Cid Garder, lives life to the beat of his own drum.
Cab Cuisine — In-cab Cooking Videos: Fast food is gross. Cooking in the cab is healthier and cheaper. Enter: Cab Cuisine Chef Edition with Jeremy Diehl.
Music
Original trucker ballads. Each free download means Progressive Commercial donates $1 to truckers in need.
Bother Sal (pictured) plays original trucker ballad Hustle on Home LIVE.
Experiential
The Roadhouse
Designed to mimic the dives often visited by our target, The Roadhouse is the physical manifestation of TruckerTerritory.com.
Truckers of America
A space to reflect the men and women who move America. On display at The Great American Truck Show (GATS).
Web
TruckerTerritory.com
Every video, every post, every story, every interview leads here. The home of truckers across the country and their portal to better coverage at more affordable prices with Progressive Commercial.
