FOGS

Improperly disposed fats, oils and greases (FOGS) cause ongoing operational problems for Epcor in Edmonton’s sewer system, so we set out to make sure more people knew these everyday leftovers belong in the trash bin. People act most readily on messages they can recall in a moment, especially when the message spells out what to do and what to avoid. For example: “Toss it, don’t flush it.” The simple idea of Small steps save big headaches, which ran across OOH and digital ads alongside parent videos from our Epcor Cares series, gave the campaign a consistent thread through multiple channels and timelines. Digital ads sent more than 20,000 visitors to the FOGS landing page. Ninety-five percent of them were new, and their sessions lasted nearly twice the typical visit length. Static display CTRs landed between 5.99% and 6.11% against a 1% benchmark, while social CTRs climbed as high as 4.48%! On every channel it ran, the creative set new performance standards.