In support of their rapid growth, Root Auto Insurance challenged us to design a creative brand experience for drivers in launch markets—one that echoed their brand pillars: safety, fairness, simplicity and savings.
To do so, we planned and deployed a free rideshare program for the most expensive and unsafe driving nights of the year—St. Patrick’s Day and New Year’s Eve in Denver, Colorado and Columbus, Ohio respectively.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
To deliver Root’s holiday gift to drivers, we organized a fleet of luxury vehicles and split them between downtown nightlife hotspots. Pick-up areas were equipped with a photobooth, heaters, free food and seasonal giveaways. Each was staffed with two brand ambassadors to help facilitate the experience, distribute merchandise and answer questions about both the rideshare campaign and Root Insurance’s unique services.
We also lead PR efforts with local news outlets to maximize public awareness prior to each activation.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.
Ride with Root helped drivers save money and avoid stress on evenings where price hikes and impaired driving make for a dangerous combination on the road.
Waiting areas proved to be an invaluable place for Root to reach potential policy holders and explain their industry-changing services.
“I cannot tell you how comforting it is to have a team that I know has my back and is willing to do whatever it takes to get the job done—and to do the job RIGHT.’’
Nielsen Audience Estimates Copyright
©2019 The Nielsen Company
Used under license | All rights reserved
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