Broadcast • Online Advertising • Outdoor • Video • Website

Don’t dig blind.

The federally-mandated 811 number has been around for years to keep people safe and minimize damage to underground utilities. As the largest gas and electricity provider for northern Indiana, NIPSCO needed to continue its long-standing efforts to promote 811 — in a way that would drive more people to call before digging.

Unearthing the strategy

While previous campaigns helped increase call volume, this campaign was tasked with also lowering the utility damage rate. Research helped us develop a strategy focused on contractors, who accounted for approximately 60% of damages.

Getting a useful tool into contractors’ hands

We started by designing click-to-call mobile ads contractors could respond to no matter where they were. We also optimized NIPSCO’s 811 web pages for mobile to ensure the campaign’s digital components were a useful resource for contractors and crews on the go.

Year-over-year web traffic increased 67%.
Damage rates decreased 20%.

More than 300,000 calls were made to 811. Click-to-call ads generated 21,275 calls alone.