Case Study

Joint Campaign between EPCOR and ATCO Gas

MEDIA

We partnered with two of Alberta's leading utility providers to leverage a portfolio of media, including:

• Social Media Marketing with Custom FBML Facebook Pages
• Web Design and Development of Official ClearAndWin.com Site
• Targeted Internet Banner Ads
• Social Network Advertising
• Weather-Triggered, Geo-Targeted Online Advertising
• Newspaper and Community League Newsletter Print Advertising
• Broadcast (Two Unique Radio Campaigns for Teens and Homeowners)
• Videography, Video Production, Editing and Postproduction
• Outdoor Transit and LRT Advertising
• Numbered Door Hanger Postcards
• Copy Writing
• News Event Support and Large-Format Event Artwork
• Media Buying and Campaign Management

The campaign leveraged GRAPHOS' multiple in-house skillsets and agility to quickly plan and execute a campaign for two organizations, each with unique demands and internal processes.

OBJECTIVE

Motivate Edmontonians to clear walkways to gas and electric meters of snow, ice and obstructions for safety and precise billing.

STRATEGY

A highly successful media launch followed by print, web, newspaper, broadcast, outdoor and social media to get the message out. Three different contests rewarded people who cleared the way and spread the word with prizes including a snowblower, ski weekend and weekly giveaways.

CHALLENGES

A delay in the approval process (this was a joint campaign with two large organizations) pushed the contest start date to mid-January, much later in winter than we'd hoped. Near-record snowfalls made it hard enough for homeonwners to keep their sidewalks and driveways clear, let alone a path around the house. A subsequent melt-freeze cycle made walkways even more laborious to maintain. Our contests would require exhausted residents to put in a lot of extra work!

RESULTS

The campaign blew away all expectations. The partners' initial objective was to have 100 nominations awarded by meter readers. Before the three-week mark all 10,000 nomination forms had been awarded to participants who cleared enormous amounts of extra snow and ice, calling for second and third press runs. The social media component received numerous photo and video submissions with hundreds of thousands of Facebook views. Most importantly, people cleared the way in droves, making the jobs of meter readers much easier and safer!