Meter reading made rewarding

Enbridge Gas relies on meter readings to accurately bill customers for their natural gas use. However, there are approximately 90K customers in its service area whose meters are unable to be accessed. That’s why we developed an integrated campaign to encourage customers to submit their meter readings online.

The campaign uses a friendly, animated squirrel named Merle to capture customers’ attention. The benefits of a meter reading are clearly communicated along with simple and memorable instructions: Read, Record, Reward. To incentivize customers to read and record their meter readings online, they’re offered a reward—a chance to win one of three $500 monthly prizes or a $1,000 grand prize.

To reach customers at the right time and place, the campaign was rolled out in a wide variety of digital channels, including Google Performance Max, responsive search, responsive display, standard display and discovery as well as targeted emails, direct mail, Meta (stories, static, video, carousel), YouTube and enbridgegas.com.

With attention-grabbing creative, simple instructions and an enticing incentive, the team is expecting the campaign to drive the largest amount of meter read submissions. So far, the campaign has garnered nearly three million impressions, more than 100,000 clicks and an above-average click-through rate of nearly 40 percent.