SaskPower
SaskPower is a Crown corporation that serves as our primary electric utility company. They supply over half a million customers and service more than 157,000 km of power lines throughout the province.
The Challenge
SaskPower needed to promote power line safety, not only to protect its infrastructure, but also to protect its customers. With little change in the rate of incidents, it was time to change tactics. How could we make safety top of mind?
Our Solution
We proposed a team of SaskPower “Safety Ambassadors” who would travel the province and interact with farmers, construction workers, and their families. This would allow the Ambassadors to deliver SaskPower’s message in a more impactful and personal way. Our Ambassadors also leveraged social media to share these interactions with a much wider audience.
The Work
A paid media component was added to leverage the work of our Ambassadors. The initial plan had a limited budget, so we focused on static banners and Facebook ads. When the media budget increased Instagram was included, as well as native ads, display ads, and Facebook Carousel and Instant Experience, a first for Saskatchewan advertisers.
The Results
SaskPower’s safety campaign taught us the power of connecting on a personal level with the residents of Saskatchewan. It gave us invaluable insight into the rural demographic and helped frame future campaigns for this audience.
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