Sonnet Insurance partners with the NHLPA on “Adulting Made Simple” campaign

New spots featuring William Nylander and Morgan Rielly showcase how even pro hockey players work to save money.

TORONTO, ON, (January 24, 2024) - Sonnet Insurance (Sonnet), Canada's first coast-to-coast fully online home and auto insurance company has extended their creative campaign, “Adulting Made Simple”, with executions that partner with the National Hockey League Players’ Association (NHLPA) and feature William Nylander and Morgan Rielly. 

The ads, which will broadcast on both tv and digital platforms, show that just like all of us, even pro hockey players face similar “adulting” situations. Yet with Sonnet Insurance, they have one less thing to worry about. In this case, it is the opportunity to save up to 35% on car insurance by using Sonnet Shift, a new usage-based insurance offering that gives customers control of their premiums.

Sonnet Shift rewards you for making smart choices behind the wheel, and is the first product of its kind in Canada to offer quarterly savings for drivers based on their driving scores. The free, easy-to-use smartphone app monitors your driving for every trip you take and scores it from 0 to a perfect 100. Every three months you could earn savings of up to 35% for driving safely, and you could also get a Mileage Discount of up to 10% just for driving less. It’s simple: safe driving helps you save money.

“The Sonnet Shift program is a game-changer for consumers looking to save money. At Sonnet, we are focused on simplicity, speed, and savings for our customers,” said Ashley Ritchie, Director of Marketing. “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.”

"Over the past eight years, Sonnet has consistently delivered creative campaigns that align well with the personalities of NHLPA members," said Devin Smith, Senior Director of Marketing & Community Relations. "The ‘Adulting Made Simple’ campaign was a great fit for both Morgan and William and they really enjoyed filming the spots.”

In partnership with their agency of record, Mackie Biernacki, the campaign consists of broadcast, online and social video, and social content.

“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” says Steph Mackie from Mackie Biernacki, “And that’s a good thing, because we have about 20 more adulting ideas ready to go.”

In these links you will find the two new Sonnet Shift 30 second brand spots: Lights Out & I am Morgan Rielly.