ElectrON Expedition

Hydro Québec


Festival of Media Global

Gold, Branded Content in Digital Channels

Prix Média Infopresse

Prix, Content Creation

Prix Média Infopresse

Prix, Social Media

For younger generations, Hydro-Quebec is simply “another bill to pay”. Yet its very purpose - producing and distributing to all Quebecers a clean and renewable energy - remains more relevant than ever with raising global energy concerns.

Hydro-Québec had to increase the pride and interest of millennials in its brand. To do this, Hydro-Québec has challenged filmmaker and ultramarathon runner Caroline Côté to travel alone 2,000 km from Natashquan to Montreal. We called it the ElectrON Expedition.

A real-time broadcasting ecosystem
Stratégie 1

Every day, new content was pushed through a mix of paid, owned and earned channels. Just like Caroline, our media team was “on” 24/7: original content was published on 74 of the 80 days of her journey. A real-time and authentic incursion into Caroline’s journey.

Stratégie 2

In order to increase the reach of the campaign, we also focused on native and integrated content in Urbania and Balle Courbe. This included a dedicated section of articles that were shared on social media as well as banners redirecting to Hydro-Québec's website.

Stratégie 3

We also developed a series of 8 live radio interviews before and during the expedition with the star animators.

A successful expedition!

increase of subscribers to Hydro-Québec’s Facebook

views on the videos

PR stories were broadcast

Gary Ravaz

Gary Ravaz

Chief, Digital Strategy and Internet, Hydro-Québec

" The ElectrON Expedition is an extraordinary project whose success is essentially due to the close collaboration between the team on the ground, Hydro-Québec and its partner agencies. The success of such an adventure lies on the authenticity of the content being broadcast, good public relations and a bold media plan. "