All About You

Integrated Brand Identity Campaign

The COVID pandemic fundamentally changed the way that people are consuming content and reset demand patterns for products that are not normally top of mind, like car insurance. At the beginning of the pandemic, Root launched an integrated brand campaign to drive expanded awareness and interest in Root’s core differentiator of saving people money based on how they drive, not who they are. The campaign built of the core human truth that everyone is different and shows Root celebrating good drivers by rewarding them with the rate they deserve.

Billboard and Newspaper Ad Creative

At the time, Root had never launched and managed a fully integrated brand campaign that told a cohesive story across brand touchpoints. Consumers who were already aware of Root associate it primarily with extreme cost savings (which often comes with an additional perception of 'cut rate' and 'not for me'). A strong brand-building campaign would help us proactively build a positive reputation for Root and prompt customers to think about trying us now for potential cost savings while also setting the brand up for long-term growth and expansion.

Campaign Messaging

Goal: Deliver a consistent, recognizable brand message to help build brand familiarity and increase the likelihood that a consumer will move to a consideration phase when prompted.
Barrier:  “I know who this company is and can recall something that stands out about them”
Goal: Need to see and understand that we can protect them/offer the coverages they need. (They won't take the test drive without first feeling like we can protect them.)
Barrier:  “When I relook at my budget, maybe I’ll look them up”
Goal: Need to feel confident in the customizations, understand their coverages, and trust in the protection.
Barrier: “I’m going to go ahead and get a quote from them.”