Roots executed a dynamic campaign for Tawuniyah, an insurance company with divisions in vehicle and health insurance (Tawuniyah Vitality), over three months during the Riyadh Season. They designed a gaming booth featuring a custom game tailored for Tawuniyah, along with a VR simulator that offered immersive experiences to attendees.

Through conceptualized entertainment and activations, they aimed to elevate brand awareness. The vehicle insurance segment of the campaign took place at Wander Garden, in a collaborative effort with the Entertainment Authority, featuring ongoing events for six months. This multifaceted approach not only engaged but also educated the audience about Tawuniyah’s services, effectively boosting the company’s visibility.