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The Challenge

With safety mandates and priorities to fulfill, Enbridge Gas had to launch a new safety campaign to protect customers. Mod Op needed to create public service engagement in a market saturated with stories of fear, anxiety, sadness and anger due to the prolonged COVID-19 public health crisis.

The Work

Mod Op created a suite of videos that addressed safety issues—including, sewer safety, natural gas leak safety, safe digging, carbon monoxide safety and winter safety—that could stand alone and work together. We created a quiz-inspired concept to drive interactivity, audience participation, open viewers to new learnings and enhance recall. To ensure we reached a mass audience via COVID-appropriate channels, the campaign was rolled out online through social media channels, with supporting tactics such as Google Search ads.

The Impact

166,098 total video views with an average view duration of 58.32%. in 2021 - 1.17+ million video plays on Facebook and 446,000+ on YouTube thanks to paid social and Google campaigns - First place in the Safety and Emergencies category at the 2021 E Source awards, standing out amongst the leading utilities across the United States and Canada - Continued customer engagement with videos on the website and in digital campaigns.