The Challenge
Turning a chore into a chance to win
Enbridge Gas relies on meter readings to accurately bill customers. But there are around 90,000 customers in its service area whose meters are inaccessible. How could we convince them that reading their meter could be quick, easy and worth their while?
- Our Role
- Integrated campaign
- Illustration
- Social media
- Incentive management
- Digital media strategy and management
The Approach
Cash, charisma and a catchy tagline
We leaned on what works: incentives. The “Read, Record, Reward” campaign turned a small task into a big opportunity to win prizes. And to keep things friendly, we introduced the loveable “Merle the Squirrel”—a familiar face in any Ontario backyard.
The Results
1M+ reasons to celebrate
The campaign delivered on its promise, with Enbridge Gas customers submitting over a million meter readings in 2023. From clicks to impressions, every metric proved the campaign’s message was right on target.
- Awards
- 2024 Chartwell Best Practices Awards—Gold
- 2024 E Source Utility Ad Awards Contest—2nd Place
- 2024 Summit Creative Award—Bronze
- 2024 IABC/Toronto OVATION Awards—Award of Excellence
- 2023 Summit Marketing Effectiveness Award—Platinum Award
- 2023 Vega Awards—Platinum