OptUp: a win for Ontarians and the planet

Did you know that a toonie has the power to fight climate change? For $2 a month, Enbridge Gas customers can “OptUp” to support the production of renewable natural gas (RNG). Made from organic waste, carbon-neutral RNG is blended into Ontario’s natural gas supply to heat homes and businesses more sustainably.

The OptUp campaign has been in market for several years. Awareness is relatively high, but early adopters have already enrolled. To capture attention, address fatigue, ensure seasonal relevance and entice more customers to sign up, we’re offering a chance to win one of four $1,000 prizes. The giveaway is promoted with a 14-week digital campaign featuring lifestyle imagery and customer testimonials. In addition to the $1,000 prize, it clearly communicates the cost, climate and convenience benefits of the program.

To ensure we reach customers via their preferred channel, the OptUp campaign was rolled out in a wide variety of digital channels, including Google Performance Max, responsive search, responsive display and discovery as well as Meta (stories, static, video, carousel), YouTube and enbridgegas.com.

With its engaging creative and careful media placement, the OptUp campaign has been an effective way to drive signups. So far, OptUp has garnered nearly two million impressions, nearly 75 thousand clicks, a click-through rate of more than four percent and more than 300 conversions. The campaign has successfully demonstrated that small change can make a big difference—especially if you win $1,000.