Dedicated Locator Campaign

Ontario One Call is a public safety administrative authority and the communication link between those wanting to dig and buried infrastructure owners who are required to provide locates. Their Dedicated Locator service allows you to take control of your project with a single resource used to mark all underground infrastructure within a project area.

Ontario One Call wanted to promote their upgraded "Dedicated Locator" service by shining a spotlight on its enhanced features. The objective was to boost awareness and showcase how this service simplifies locate management for contractors and excavators handling large-scale digging projects or expansive areas. The Unique Selling Proposition (USP) of our Dedicated Locator service lies in minimizing project downtime, providing better control over locate timelines, and eliminating the risk of late locates. The prime focus was on contractors and excavators engaged in projects requiring multiple locates or spanning significant territories.

To bring our campaign to life, we personified Dedicated Locator with a charismatic 3D-rendered Superhero, highlighting its "superpowers" in a captivating 30-second video. The Dedicated Locator becomes the project management superhero, minimizing project downtime, offering control over locate timelines, and ensuring timely locates.

Deploying an extensive marketing strategy, we ran the campaign across social media platforms, premium display video placements (including Rogers streaming services), and strategic geo-retargeting. Outreach efforts included well-crafted email marketing assets, webinar presentations, and event materials.

Our integrated tactics extended to a unique direct mail piece targeting decision makers at municipal government offices. For on-site visibility, we created signage for construction sites to promote projects that had used Dedicated Locator services and supplied eye-catching vehicle stickers for Dedicated Locator providers.

The results spoke volumes, with the campaign generating an impressive 10.8 million impressions and firmly establishing brand awareness upon launch. Our innovative approach combined strategic mass media tactics with personalized messaging that really resonated with our audience.