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Ride with Root

Root Insurance Co.
Holiday Rideshare Program
Columbus, OH and Denver, Co

Services Provided:

Brand Strategy
Connected Hardware
Data Capture
Giveaways
Event Activation
Fleet Acquisition
Guerrilla Marketing
Location Scouting
Public Relations
Staffing
Sweepstakes

Services Provided:

Brand Strategy
Connected Hardware
Data Capture
Giveaways
Event Activation
Fleet Acquisition
Guerrilla Marketing
Location Scouting
Public Relations
Staffing
Sweepstakes

Our Task

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.

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Ride with Root

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.

Ride with Root

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.

Ride with Root

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.

Ride with Root

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.

Ride with Root

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.

Ride with Root

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.

Ride with Root

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.

Ride with Root

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.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

Driving awareness

Root positioned the rideshare program to support its application adoption initiative, encouraging riders to download the Root app while they waited for a ride.

The impact

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.’’

Anthony Trimpe,
Creative Director.

By the numbers:

6 pick-up locations

28 luxury rideshare vehicles

880 riders

2,322 rideshare miles driven

2,060 distributed giveaways

$24,879.49 approx. cash saved

10 live news segments

550,538 homes reached

Nielsen Audience Estimates Copyright
©2019 The Nielsen Company
Used under license | All rights reserved

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