Problem & Goal

Onlia Insurance sought to establish a strong, relatable brand presence across Canada during their national rollout. They needed a way to personify their brand concept—a protective, comforting "cloud" that softens the blow of automobile incidents. The goal was to create a cohesive marketing strategy that resonated with audiences across commercials, digital content, and in-person activations.

Enter Ryder The Samoyed, whose fluffy white fur, calming demeanor, and widespread social media appeal made him the perfect embodiment of Onlia’s brand ethos.

Solution & Process

1. National Commercial Campaign
   • Ryder was initially auditioned for and cast in Onlia’s flagship commercial, which aired during prime time on Hockey Night in Canada, a pivotal opportunity to connect with Canadian audiences.
   • The commercial highlighted Ryder’s symbolic representation of Onlia’s promise to protect and provide comfort, aligning seamlessly with the brand narrative.
2. Integrated Brand Content
   • Following the success of the first commercial, Ryder became a recurring figure in Onlia’s advertising, including additional commercials, photo shoots for their website and marketing materials, and Instagram content that engaged digital audiences.
   • Produced visually striking content for Instagram, blending Ryder’s charm with Onlia’s message of care and protection.
3. Event Activation at the Canadian International Auto Show
   • Ryder served as a live mascot for Onlia at the 2020 Canadian International Auto Show, appearing at their booth to attract attendees and generate buzz for the brand.
   • His presence created an approachable, memorable experience for attendees while reinforcing Onlia’s branding in a crowded, competitive environment.

The Results

• Enhanced Brand Recognition: Ryder’s role in Onlia’s commercials and activations helped establish a memorable, emotional connection with audiences, reinforcing the brand’s identity.
• Cohesive Multi-Channel Presence: Ryder’s participation across TV, digital, and live events created a unified message that resonated with Canadians.
• Engaged Audiences: Instagram content featuring Ryder captured strong engagement metrics, amplifying Onlia’s reach and appeal to pet owners and families.
• Brand Personification: Ryder became the living embodiment of Onlia’s concept of a protective, comforting cloud, bringing their brand identity to life in an authentic, relatable way.

Core Strengths Highlighted in This Case Study:

• Storytelling and Branding Expertise: Crafted a compelling narrative that tied Ryder’s personality to Onlia’s brand ethos, creating a consistent and effective message.
• Content Creation Across Channels: Produced high-quality content for TV, digital, and event platforms, ensuring cohesion and impact across all touchpoints.
• Audience Connection: Leveraged Ryder’s approachable charm to foster a strong emotional bond between Onlia and its target audiences.
• Strategic Marketing Integration: Seamlessly connected branding, advertising, and experiential marketing to deliver a holistic brand experience.