We’re seeing humor used increasingly in video ads. Utilities are tapping social media to promote their programs and creating outdoor advertisements that generate buzz in the community.
Boulder, CO (PRWEB) October 02, 2014
At the 2014 E Source Forum in Denver, Colorado, E Source announced the winners of the 2014 Utility Ad Awards Contest. First and second place in the category of Best Overall Campaign for Non-Investor-Owned Utility went to SRP and Touchstone Energy Cooperatives, respectively. Dayton Power & Light (DP&L) and Southern California Gas Co. earned first and second place, respectively, in the category of Best Overall Campaign for Investor-Owned Utility. The ad contest was open to US and Canadian electric and gas utilities.
An independent group of judges selected the winners based on message, creativity, results, call to action or brand connection, and overall impression. Judges included Mindy Cheval, University of Colorado at Boulder, School of Journalism and Mass Communication; Rebecca Dickenson, The Chronicle & Duke Magazine; Brett Schklar, MCG Marketing; Joyce Salaver, Egg Strategy; Lucia Riley, SAS Institute; and Max Walter, The Marketing Department.
“We received more than 800 submissions this year—our biggest entry pool to date. Utilities know they have to be innovative to get the attention of their residential and business customers, and it was great to see some of their new tactics,” says Kym Wootton, director of marketing at E Source. “We’re seeing humor used increasingly in video ads. Utilities are tapping social media to promote their programs and creating outdoor advertisements that generate buzz in the community. It’s encouraging that utilities are using humor and creativity to get their messages across, and that they’re also targeting and segmenting customers so effectively. Our judges were particularly impressed by the ads that increased brand awareness, website traffic, and program participation.”
2014 E Source Utility Ad Awards Contest Winners
Best Overall Campaign for Investor-Owned Utility
1. Dayton Power & Light
2. Southern California Gas Co.
Best Overall Campaign for Non-Investor-Owned Utility
2. Touchstone Energy Cooperatives
Best Television Ad
2. National Grid
Best Radio Ad
1. Pepco Holdings Inc.
2. Integrys Energy Corp.
Best Residential Print Ad
1. Seattle City Light
Best Business Print Ad
1. Georgia Power
2. Bonneville Power Administration
Best Outdoor Ad
1. Union Gas Limited
Best Digital Ad
1. Hydro One
2. Florida Power & Light
Additionally, Touchstone Energy Cooperatives won the “Crowd Pleaser” award, which was based on peer recognition. Facebook users voted by “liking” their favorite print advertisement on the E Source Facebook page.
The winning ads were honored at a special awards luncheon held during the 2014 E Source Forum. The ads can be viewed at http://www.esource.com/adcontest-winners. Photos from the awards luncheon can be found on the E Source Flickr stream.
About E Source
For 26 years, E Source has been providing unbiased, objective research and advisory services to over 300 utilities and large energy users. Our energy experts have answered more than 8,000 questions over the past 3 years. This guidance helps our customers advance their efficiency programs, enhance customer relationships, and use energy more efficiently.