Who: Sonnet Insurance, with Mackie Biernacki for strategy and creative; OPC for production; Ocean Media handling media for TV and YouTube, and the brand itself for search, programmatic and social.
What: New advertising on its “Adulting Made Simple" platform, promoting its new Sonnet Shift offering and featuring Toronto Maple Leafs stars William Nylander and Morgan Rielly.
What: New advertising on its “Adulting Made Simple" platform, promoting its new Sonnet Shift offering and featuring Toronto Maple Leafs stars William Nylander and Morgan Rielly.
When & Where: The campaign launched Jan. 24 across broadcast, online and social, including two 30-second brand spots—“Lights Out” and “I Am Morgan Rielly”—both of which are also airing in 15-second cutdowns.
Why: The platform was developed to appeal to Millennial audiences overwhelmed by the pressures of adult life, be it managing family meals, or maintaining a car. The launch spots garnered a great response, said Mackie Biernacki owner Steph Mackie.
The new work capitalizes on the brand's ongoing partnership with the NHLPA, which has featured extensively in its marketing over the years. “Over the past eight years, Sonnet has consistently delivered creative campaigns that align well with the personalities of NHLPA members,” said Devin Smith, the NHLPA's senior director of marketing and community relations. “The ‘Adulting Made Simple’ campaign was a great fit for both Morgan and William.”
How: With this campaign, the brand is looking to promote a new insurance offering called Sonnet Shift, which monitors drivers’ on-road performance and offers savings of up to 35% for driving safely, and a mileage discount of up to 10% for using their vehicle less. The monitoring is done through a smartphone app that awards a score from 0 to a perfect 100 for each trip.
Sonnet Shift is “a game-changer for consumers looking to save money,” said Ashley Ritchie, Sonnet's director of marketing. The partnership with Nylander and Rielly “help bring Sonnet Shift to life in a fun and relevant way."
The new spots continue the theme of previous ads in the campaign, humorously showing the young hockey stars overwhelmed by adult life. As in the previous ads, the two players are shown lying face down while lamenting the pressures that come with "adulting."
One spot shows a bewildered Reilly wondering why he should pay the same for insurance as a zamboni driver, who is shown driving into a hockey net. The second spot features an exhausted Nylander, who's defeated by having to take down his Christmas lights.
The two spots are the latest executions the brand and agency have pulled from a deep well of “adulting” concepts, with “about 20 more adulting ideas ready to go,” said Mackie.
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