Sonnet Insurance launches new marketing campaign

Sonnet Insurance launches new marketing campaign | Insurance Business Canada

Insurance News

It promises to help customers “adult the easy way”

Insurance News

By
Mika Pangilinan

Sonnet Insurance, a fully online home and auto insurance company, has announced the launch of a new marketing campaign called “Adulting Made Simple.”

The campaign’s concept highlights the complexities faced by adults as they go about their daily tasks. It includes two ad spots that portray a man feeling overwhelmed by car troubles. In both clips, the company promises customers that they can “adult the easy way” through Sonnet’s online offerings, including bundled coverage and preferred rates for university and college graduates.

Director of marketing Ashley Ritchie explained the idea behind the campaign, stating that the ‘adulting made simple’ concept is meant to highlight how the company “was created to give Canadians the choice of a fast, simple, online option in the cluttered and often complex world of insurance.”

“Our new brand campaign is a reflection of this insight,” said Ritchie. “While Sonnet can’t fix everything like changing the oil in your car, we can make the journey of purchasing insurance seamless, allowing our customers to adult like a pro.”

Sonnet collaborated with Ontario-based agency Mackie Biernacki for the campaign, which also features other broadcast, online, and social video content.

Steph Mackie, founding partner and CCO at Mackie Biernacki, commented on the universality of the campaign’s theme.

“Buying insurance is such an adulting moment that this concept was completely understood by everyone who touched it,” said Mackie. “In fact, everyone had a different adulting scenario that happened to them, so we think this campaign can go on for quite some time.”

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