SITUATION

In Canada, the burden of "adulting" is pervasive. When Canadians hit their 30's, the realities of adulthood hit them in the face: careers, marriage, newborns, home-ownership, interest rates, gas prices, and groceries (we could go on, but the point has been made).

That’s why buying insurance is a “grudge purchase” - it’s boring, it’s a hassle, it’s a rip-off. Which is why many customers stick with the insurance provider that they have - it’s too much work to switch.

BRIEF

Enter Sonnet - a digital offering where our target can get covered online in minutes. In a world of chaos, Sonnet Insurance gives you one less thing to worry about.

OBJECTIVES

Grow online leads for recent homeowners and first car purchasers (23 - 44 year olds).

Increase brand awareness - move from a brand being known, to a brand known for something.

We find Toronto Maple Leaf player William Nylander lying on his porch in abject surrender. He's face down on the ground, regretting the task that lies in front of him.

Why? Because he just realized that taking down all of these holiday lights on his home is going to take forever. This penny has just dropped that he's bitten off more than he can chew.

A spokesperson helps ease Nylander's woe by demonstrating that at least he can master the act of buying car insurance. In fact, he can adult like a pro with Sonnet auto insurance - just go online and in minutes, you're covered.

This straightforward Sonnet experience is so successful that it gives Nylander renewed confidence to charm the spokesperson into helping take down the lights....to no avail.

THE NUMBERS:

In 2023, the campaign had to drive online leads with a new target - the "overwhelmed" 23-44 year olds, while continuing to grow the base.

The campaign drove 82% to be more likely to search Sonnet Insurance after seeing the commercials. 

Crucially, the campaign drove a +8.11% increase in ad recall lift amongst Sonnet’s new target after just 4 weeks.

Online leads for the new target grew by 15%. Base online leads also grew 15%.

The campaign was named Top 10 Rated Ads of the Year (Campaign Canada, formerly The Message). 

A 93% view through rate (VTR), significantly outperforming the 23% industry benchmark (305% VTR over industry).

Reached 4M unique users (in a nation of 35 million).

Brand awareness increased 15%. Ad recall increased 25%. 

21% increase in auto insurance sales year over last.

It has since become a Best Practice Campaign Case for Google Canada.