Seattle City Light a Winner in E Source 2014 Utility Ad Awards Contest

Seattle City Light won first place in the Best Residential Print Ad category at the E Source 2014 Utility Ad Awards Contest.
Photo of Margo Dannemiller accpeting award.

City Light Marketing Manager Margo Dannemiller (right) accepts the E Source award for best residential print ad.

At the 2014 E Source Forum in Denver, Colorado, E Source announced the winners of the 2014 Utility Ad Awards Contest. Seattle City Light won first place in the Best Residential Print Ad category. The ad contest was open to US and Canadian electric and gas utilities.

Image of LED selector tool.

Seattle City Light won for its LED selector ad.

Image of the back of the selector tool.

The LED selector tool provides more helpful tips on the back.

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

  1. SRP
  2. Touchstone Energy Cooperatives

 Best Television Ad

  1. Reliant
  2. National Grid

 Best Radio Ad

  1. Pepco Holdings Inc.
  2. Integrys Energy Corp.

Best Residential Print Ad

  1. Seattle City Light
  2. FortisBC

Best Business Print Ad

  1. Georgia Power
  2. Bonneville Power Administration

Best Outdoor Ad

  1. Union Gas Limited
  2. PECO

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 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.