September 19, 2016 by Canadian Underwriter
Economical Insurance’s new online direct channel, Sonnet, announced on Monday that it has added personal auto to its digital platform.
Sonnet said in a press release that “through an understanding of shifting customer expectations, advanced third-party data, sophisticated analytics and IT infrastructure, Sonnet’s easy online experience is rewriting underwriting. The streamlined digital experience, using plain language, is executed through industry-leading technology, data and insights,” said the release from Sonnet, a federally regulated insurance company.
“Every component of the Sonnet solution adds to a simplified customer experience on the front-end,” said Russell Voutour, vice president, enterprise architect & technology strategy at Sonnet. “Our use of agile development, big data and real-time analytics has captured global attention in the insurance industry and already sets us apart.”
In addition to a simplified quote and bind process, Sonnet offers full self-service capabilities for customers. This includes the opportunity to get multiple quotes or make changes to a policy online at any time. While Sonnet customers can manage their insurance products and services on their own, licensed customer service agents are available by phone, online chat or email to support the process, the release added. “This is an unparalleled digital insurance experience for Canadians,” said Carolyn Beatty, vice president of operations at Sonnet.
Sonnet also unveiled its first marketing campaign on Monday, asking Canadians: “What’s the best that can happen?” The national campaign is focused on the theme of optimism and the “dedication to change the way Canadians feel about insurance,” Sonnet said in a statement. For the campaign, Sonnet has partnered with The Toronto Blue Jays, Osheaga Arts & Music Festival, International des montgolfières de Saint-Jean-sur-Richelieu and the World Cup of Hockey.
“The Canadian attitude is full of optimism right now, from our progressive culture to success of our sports teams and even our political discourse,” said John Rocco, vice president of marketing at Sonnet, in the statement. “This multi-layered campaign uses the art of storytelling to bring that optimistic mindset to the insurance category.”
The campaign includes television, “out-of-home” and digital mediums. The first 60-second spot “Rocket” was broadcast during the Emmys on Sunday night and featured narration from Michael J. Fox and direction from Gary Freedman. The out-of-home campaign features photography from Vincent Dixon, capturing optimism narratives conveyed in a single frame. The images include transit wraps, subway dominations, billboards and digital ads, the statement noted.
Through seven more distinct stories airing through to spring 2017, the campaign leverages a total of six directors “weaving in various narratives of optimism in ranging tones of emotion designed to connect with Canadians and challenge the norm when it comes to the nature of advertising in the insurance industry.”