IS IT TOO OPTIMISTIC TO THINK AN INSURANCE COMPANY can STAND FOR SOMETHING OTHER THAN FEAR?
SONNET IS SETTING OUT TO CHANGE THE WAY PEOPLE BUY INSURANCE, FEEL ABOUT THEIR INSURANCE COMPANY, AND PROTECT LIFE'S PRECIOUS MOMENTS.
Your first car. Your first home. The home after that, maybe with a little extra room for a little extra family. What a shame that these landmark moments in life are so often riddled with fine print, loopholes and, worse, brokers more eager to offer hurdles than help.
But Sonnet is a new kind of insurance company. One that believes that people are inherently optimistic. That optimism is the most valuable asset one can ever own. That our job isn’t just to protect your things — it’s to protect your optimism. And we will do so by keeping insurance fast, fair, and clear.
Where other insurance companies would ask you what could go wrong, we would ask, “what could go right?” Where others would fill you with pessimism, we would stand for optimism.
In short, where every other insurance company would ask you to think about what’s the worst that could happen, we would ask you to wonder instead, “What’s the best that can happen?”
Who better to pose this question to the world than one who has been down, yet always come out on top? — one who has seen his fair share of clouds, but has always managed to find the silver lining? Who better than the self-proclaimed “incurable optimist” himself, the one and only Michael J. Fox?
The campaign launches — quite literally — with a TV spot called “Rocket,” an awesome demonstration of the power of optimism, and is followed by “Journey,” another sixty-second epic of a baby’s first, purely optimistic look at the world.
In addition to several more TV ads, the launch will be supported by a massive outdoor campaign; sponsorships from the World Cup of Hockey to Osheaga Music Festival; digital films and display; and social and experiential creative.
It’s an ambitious effort. Changing people’s attitudes toward insurance will take no small amount of work.
What’s the best that can happen?