2015 Winners & Shortlists

Brief Explanation

Challenges: Saudi Arabia has been suffering from extreme floods over the past years and the infrastructure was not ready for such extreme floods. For that, Tawuniya created a specially designed insurance sub policy called Natural Disaster and this sub policy can be freely added to the customer’s motor insurance policy. Key Objectives: Promote that natural disaster sub policy, within the motor policy.

The Brief

Tawuniya being the leader in the insurance market in general and in motor specifically, asked us to work on a campaign to promote that natural disaster sub policy, within the motor policy, as the most effected by the floods.

How the final design was conceived

From a corporate level: The damage to vehicle incurred by natural disaster (mostly floods) became increasingly harmful and destructive. In fact the losses were so dramatic, they equaled those of vehicle to vehicle accidents; so we created a visual representing the phenomenon of natural disasters accident as a normal car crash scene. From a consumer level: The industry is used to the presence of cars in motor insurance communications. Also, motors insurance for people meant crashes between two cars. Hence, we have derived the design from the crash moment and transformed into a crash between a car and nature.

Indication of how successful the outcome was in the market

Although our campaign kicked off in mid-December, 2014 and therefore we have only been ‘live’ for one month and a half, we were successful to attract a lot of customers by converting from their current insurance company to Tawuniya. Also, we have reached a high number of interactions on social media, specifically on Twitter by obtaining almost 500,000 impressions.

Tawuniya is a Company for Cooperative Insurance (Tawuniya) is a Saudi Joint Stock Company established in Riyadh, Saudi Arabia. Its principal lines of business include motor, marine, fire, medical, engineering, energy, aviation, takaful, and casualty insurance. “Tawuniya gives you piece of mind” This philosophy, as quoted by the client and implemented through the years, serves as the core emotional driver for Tawuniya customers. Target Audience: Male from 18 and above. Brand Values: Trust, Safety, Peace of mind Product Types: Motor Insurance Company Position: First in the insurance market.