Media Experts and BC Hydro Leverage Extreme Weather Alerts

In 2015, the province of British Columbia was hit hard with extreme weather. Residents were scared, uninformed, and unprepared, leaving the call centres of BC Hydro (the provincial hydro provider) overwhelmed with high call volumes.

BC Hydro wanted to quell those fears by informing residents of upcoming extreme weather, encouraging safety during storms, and providing real-time updates for power re-installations.

By leveraging Environment Canada’s alert system, BC Hydro dynamically served community-based messages via mobile, then capitalized on incoming search demand by bidding on storm-related keywords.

These efforts meant that when a storm hit, users in affected communities were receiving instant updates with BC Hydro storm safety messages that then led to maps of local power outages.

This campaign won Bronze, Best in Display at the 2016 Media Innovation Awards.

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