The Challenge

North Dakota One Call offers an easy, one-call process to ensure underground utility lines aren’t damaged when homeowners, contractors and landscapers are ‘going digging’ for residential and commercial projects. They looked to MABU for a fun and innovative way to capture the attention of adult males, their target demographic.

Our Solution

The client gave our team complete creative freedom and a spirited round of brainstorming ensued. The question, “What will most resonate with middle-aged men?”, led to an animated video inspired by the 80’s gaming culture. Messaging was crafted and narrated with a tone familiar to the era and ambient sound effects took it over the top, bringing the audience straight back to their MacIntosh in the rumpus room of their childhood home.

Distributed state-wide, the ‘Diggin’ It’ campaign engaged with audiences through traditional and digital mediums, yielding results far exceeding industry standards – keeping residents safe and on top of their game.