Behind the Work: Drop The Score from Root Insurance + Civitas Marketing

Columbus companies Root Insurance and Civitas Marketing are no strangers to shaking up norms.

These two creative award-winning powerhouses teamed up for a campaign that disrupts the car insurance industry by challenging its traditional fee-structuring practices as unfair and discriminatory. 

The campaign went right down to the streets of Columbus as the companies partnered with local downtown pizza icon Mikey’s Late Night Slice to set up an experiential campaign directly across the street from the NAIC conference. What better place to deliver this message than a conference hall full of insurance adjusters?

Hear from Root, Civitas, and their partners in bringing this breakthrough campaign to life. 

• Resources:

• • https://www.joinroot.com/drop-credit-scores-from-insurance-rate-pricing/

  • https://www.instagram.com/p/CSpZgsyLuCj/?utm_source=ig_web_copy_link

About Root:

Root Inc. is a technology company revolutionizing personal insurance with a pricing model based upon fairness and a modern customer experience.

We started by tackling the archaic car insurance industry with Root Insurance. Through data and technology, we base rates primarily on how people actually drive. The result is a more fair, more personal, and much simpler experience—thanks to it all being in an app. With the addition of renters and homeowners insurance, we provide the convenience of bundling in the app for seamless, affordable coverage. Our drive to revolutionize a multi-billion dollar industry has also extended into Root Enterprise. We’re using our telematics-based solutions to provide carriers and fleet management with more accurate pricing models and risk assessment.

With our technology-forward products, we are fundamentally changing an industry—for companies and for individuals—for the better.

Campaign Goal: “Drop the Score”

One of Root’s core missions is to bring fairness to the insurance industry.  This is why we have committed to removing credit score, an unfair and discriminatory factor in traditional insurance from our pricing by 2025.

On August 15th Root in partnership with Civitas Marketing released a grassroots campaign where they took to the streets or should I say “to the slice”.  In true brand marketing trends Root set up a “pop up shop” inside of Columbus’s own Mikey’s Late Night Slice implying that paying for a slice of pizza based on your credit score is just as irrational as determining your insurance rate on the same model.