Sonnet Insurance taps NHL stars for marketing campaign

Sonnet Insurance taps NHL stars for marketing campaign | Insurance Business Canada

Insurance News

Sonnet Insurance taps NHL stars for marketing campaign

New ads feature usage-based insurance offering

Insurance News

By
Mika Pangilinan

Sonnet Insurance, a part of the Definity group of companies, is expanding an existing marketing campaign by collaborating with the National Hockey League Players’ Association (NHLPA).

The fully online auto and home insurance brand has tapped pro hockey players Morgan Rielly and William Nylander to roll out new ad spots depicting the “Adulting Made Simple” theme.

The “Adulting Made Simple” campaign first launched in August with broadcast, online, and social video content depicting relatable “adulting” situations. The aim was to highlight how Sonnet provides customers with simplicity, speed, and savings through its online platform.

According to an emailed news release, Sonnet Shift rewards smart driving choices through a free smartphone app that scores trips from 0 to 100. Quarterly savings of up to 35% are possible for safe driving, with an additional mileage discount of up to 10% for driving less.

Ashley Ritchey, Sonnet’s director of marketing, referred to the new program as a “game-changer for customers looking to save money.”

“At Sonnet, we are focused on simplicity, speed, and savings for our customers,” she said. “Partnering with the NHLPA has given us a unique way to not only extend our brand to a relevant audience, but to help bring Sonnet Shift to life in a fun and relevant way by having William Nylander and Morgan Rielly share the news.”

Devin Smith, senior director of marketing & community relations at NHLPA, commented on the association’s latest tie-up with Sonnet.

Sonnet’s “Adulting Made Simple” campaign was done in collaboration with Ontario-based agency Mackie Biernacki.

“There’s been such a great response to the ‘Adulting Made Simple’ campaign, really showing us that it’s connecting with consumers looking to save on their insurance,” said Steph Mackie, founding partner and CCO at the agency. “And that’s a good thing because we have about 20 more adulting ideas ready to go.”

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