Secure Growth
Services
Communication, Campaign
Client
Tawuniya
Year
2023
Overview
Tawuniya, founded on January 18, 1986, is a Saudi Joint Stock Company and the first national insurance company in Saudi Arabia. It operates under the cooperative insurance principle accepted by Islamic Shari'a and is regulated by SAMA.
Tawuniya offers over 60 types of insurance, including medical, motor, fire, property, engineering, casualty, marine, aviation, Takaful, and liability insurance. With 37 years of experience, Tawuniya has strengthened its competitive advantages and service quality, making it the top choice for insurance customers in Saudi Arabia.
Tawuniya, founded 36 years ago as the first national insurance company, holds the responsibility and advantages of being an industry leader. Recently, the company launched its 2025 strategy, prioritizing customer centricity and digital transformation to become the leading insurance provider in the Kingdom and the Middle East. Alongside the strategy, new company values were developed and communicated to employees through various mediums.
To align with the strategy, Tawuniya conducted a brand health check, evaluating the brand at all levels. Based on the findings, the decision was made to refresh the brand strategy and uplift the brand identity to stay in line with market trends and the new strategic direction.
We started with an interactive workshop to understand the brand's environment and culture, defining communication pillars and tone of voice. This led to a comprehensive communication strategy aligned with organizational objectives. The strategy guided us in launching the new brand and engaging stakeholders to increase awareness, brand loyalty, and shape perception.
Following the finalization of the strategy and brand identity, Tawuniya unveiled its new look in early 2023. Milk, the creative agency, crafted the brand message "لتطمئن" (meaning "to feel secure") to capture the essence of Tawuniya's new direction.
The campaign showcases Tawuniya as a lifelong partner, providing safety and care at every significant milestone.
Milk's Contribution
- Bridge the Gap Workshop
- Communication Strategy
- Campaign Concept and Rationale
- Script and Storyboard