COVER
PUBLIC ELECTRICAL SAFETY EXCELLENCE:
ENWIN UTILITIES
They Shoot, They Score: On-ice Performance Boosts Safety Messages
I
nnovation, impact and a low-cost campaign: in hockey that would be referred to as a hat trick, and through ENWIN’s SAFETY POWERPLAY campaign that’s exactly what the utility achieved. Building on the community’s love for the local OHL Windsor Spitfires, ENWIN saw an opportunity to deliver important electrical safety messages to a key target audience. This marketing partnership with the “Spits” earned ENWIN the Public Electrical Safety Excellence Award, sponsored by the Electrical Safety Authority (ESA), at this year’s EDA Awards Gala. The target audience was 30 to 55-year-old men – the demographic that research shows is most at risk for electrical accidents, and that also tends to be comprised of avid hockey fans. And as a bonus, messages during Spits hockey games reached family members and friends of the key demographic, who in turn were likely to be advocates for safe behaviour around electricity. The campaign was simple and in real time, and exponentially increased the reach and impact of ENWIN’s annual safety campaign.
20
Whenever the Spits had a power play or scored a goal, SAFETY POWERPLAY messages were broadcast over multiple media including: on-ice TV testimonials from Spits players; radio mentions by local celebrity commentators; Twitter mentions on @SpitsHockey, including links to videos; and rink-side in the WFCU Centre itself by video ribbon boards, a ring board and jumbotron. “This campaign is truly the result of great team work – the kind the Spits practise in all their games, and the kind ENWIN practises every day in the field,” commented Barbara Peirce Marshall, Manager Corporate Communications for ENWIN. “We were delighted to be able to access the power of the Spits and their media partners as a conduit for ESA safety messaging.” Much to the delight of fans, the three-time Memorial Cup-winning Spits had a lot of power plays during their 2018-19 season – and that made for very effective delivery of the six key ESA messages that ENWIN built into its SAFETY POWERPLAY campaign. The Spits 295 power plays, combined with the range of campaign delivery channels, led to tens of millions of impressions. THE DISTRIBUTOR
|
SUMMER 2020
