In 2016, Sonnet launched as Canada’s only national online home and auto insurance provider. Typically, with most insurance companies, customers need to request a quote from a live agent. Sonnet eliminates this step, as it aims to help people “rise above confusing insurance.” Working with OMD, the brand communicated the simplicity of its services through a campaign that used retargeting to move consumers along the path to purchase. Sonnet’s integrated launch campaign included TV and mobile advertising, with a digital component that saw the brand place ads adjacent to life stage products (such as diapers and strollers) on Amazon to reach people at different life stages (when they tend to think about insurance the most).