a commitment to safe and responsible driving

SGI Canada has been protecting Canadians, their families and the things they love since 1945. Putting the customer in the centre, SGI Canada extended its value proposition to a new customer — one that lives outside its traditional borders, spends more time online and has higher expectations for the insurance industry.

the task:
go-to-market strategy

Create a fully integrated go-to-market strategy, leverage qualitative and quantitative research and insights, and introduce a new usage-based auto insurance product into the Greater Toronto Area (GTA) to defined targets.


Deliver an integrated marketing plan and engage a defined group of targets and markets to drive online conversion fuelled by focused media placement.

Net Growth

Service Utilization

5,200 quotes in 6 months/11,000 qualified leads/49% lead to quote conversion/68MM impressions across 10 targeted CMAs/50%+ total traffic delivered via Facebook

Quotes Completed per Site Visit

Online Quote Completion

Search Campaign Generated Website Clicks


The acquisition of new market share and the adoption of a best-practice driven approach to go-to-market planning and execution based on the successful launch of the Boomerang brand.