A new campaign from Co-operators is looking to reach a large captive audience throughout this year’s NHL playoffs.

The insurance and investment company launched a national TV campaign for this year’s Stanley Cup Playoffs, partnering with Angry Butterfly to promote the brand’s ability to offer investments and life insurance. The campaign is designed to push Canadians to take a more holistic approach to considering their financial future.

The new creative features two 15-second commercials dramatizing how investments are just one part of what a person should consider when thinking about their family’s future. 

Co-operators AVP of brand Lori Rayner said the campaign came out of the realization that with four Canadian teams qualifying for this year’s playoffs, a campaign timed for the postseason would be a way to reach a lot of Canadians.

“I think it is difficult to reach this many captive Canadians at this time of year. I think [the NHL Playoffs is] also one of those [events] where you don’t necessarily want to switch the channel because you don’t want to miss a goal or a play, so it’s a highly captivated audience,” Rayner tells strategy.

The brand knew the playoffs would be a competitive and busy marketing space, so the campaign was designed to draw laughter from audiences and be memorable. Rayner says that it was important to accomplish all of this while still communicating how Co-operators offers both investment and insurance.

“Our approach really is to look for those high-impact moments where we can stand out, resonate and show up a little differently,” Rayner says. “How can we differentiate ourselves a little bit so that even though we don’t have the same spend as others, we can still have a high impact.”

Angry Butterfly led creative and strategy on the campaign, with Epitaph overseeing media. The campaign is set to run throughout the NHL postseason.