CASE STUDY
Progressive custom vending machine
Airport Brand Activation
Executive Summary
Just in time for peak summer travel and aligned with the kickoff of the 2024 Paris Olympics, Progressive Insurance partnered with Arnold Worldwide and Grand Visual to surprise and entertain travelers journeying from New York to Paris.
Together, we brought Dr. Rick—Progressive’s beloved character—into the airport experience with a custom, interactive vending machine installation at John F. Kennedy International Airport. The activation transformed a routine travel moment into a witty, shareable brand interaction that delivered free copies of Dr. Rick Will See You Now and reminded travelers how not to become their parents.
Business Challenge
Progressive set out to connect with travelers in a way that felt timely, entertaining, and unmistakably on brand. With summer travel surging and global attention turning toward Paris, the opportunity was clear—but execution came with complexity.
The activation needed to live inside a highly regulated airport environment, function seamlessly at scale, and deliver value even after physical inventory ran out. The experience had to feel effortless for travelers, while integrating data capture, digital fallback, and smooth logistics behind the scenes.
Goals & Objectives
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Entertain and engage travelers during peak summer travel
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Bring Progressive’s Dr. Rick character into a real-world, experiential moment
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Create a seamless physical-to-digital experience with built-in longevity
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Capture traveler engagement through email-based interaction
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Deliver a bold, on-brand installation within a live airport environment
Our Solution
Interactive Vending With Built-In Flexibility
We designed and delivered a fully custom-wrapped vending machine that stopped travelers in their tracks. As passengers passed by, the machine dispensed free, limited-time physical copies of Dr. Rick Will See You Now—a witty extension of Progressive’s campaign voice.
To ensure no traveler was left out once physical books ran out, we integrated a scannable QR code that unlocked a digital download version. The experience seamlessly transitioned from physical to digital without breaking the moment.
Custom Coding & Technical Integration
Beyond the exterior design, the activation required extensive technical development. Our team custom-coded the vending machine to dispense books in exchange for email entry, ensuring a smooth user experience while supporting campaign data goals.
We spent significant time testing and refining the system to ensure reliability in a high-traffic, high-stakes airport environment.
Airport Logistics & Execution
Operating within an active international airport requires precision. Our team managed all logistics, coordination, and delivery into JFK, navigating the complexities of airport access, timing, and installation to ensure the activation launched without disruption.
Results
The Dr. Rick vending machine delivered a playful, memorable brand moment at exactly the right time—capturing attention, generating engagement, and entertaining travelers en route to one of the world’s most anticipated global events.
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Successfully launched a fully interactive activation inside JFK
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Delivered both physical and digital book experiences with zero drop-off
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Captured traveler engagement through email-based interaction
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Extended Progressive’s Dr. Rick campaign into a real-world, experiential touchpoint
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Proved the power of thoughtful experiential design in high-traffic transit environments
Ready To Meet Your Audience In Motion?
From airports to city streets, we specialize in building brand experiences that show up where people already are—and make those moments matter.
Whether it’s interactive installations, custom technology integration, or complex logistical environments, NPARALLEL + Atomic Props brings creative ideas to life with precision and purpose.