Manitoba Hydro has been recognized with several honours at the 2012 Utility Communicators International (UCI) Better Communications Competition (BCC), an annual North American awards program that recognizes excellence in utility communications. Advertising developed by MCG took home five awards – two first place, one second place and two third place. Four of the awards were in recognition of the successful Manitoba Hydro Refrigerator Retirement Program.
“We are delighted that our collaborative work with MCG has been recognized on an international stage,” says Leona Herzog, Manager Business Communications, Manitoba Hydro. “Our Refrigerator Retirement campaign has really hit home with our customers, with over 11,000 old and inefficient units recycled in the past 12 months.”
The campaign placed second in the Best Complete Campaign category, with the print ad, radio spot and bill insert also recognized in their individual groupings.
“We were looking to have some fun with this awareness campaign so we kept the message simple with, ‘Your old fridge has been working too hard for too long. It deserves to retire,’” says Brent Morrisseau, MCG Creative Director. “Personifying the fridge this way gave us an opportunity to breathe life into an otherwise straightforward incentive program. The resulting ads were fresh but focused.”
A fifth award was also collected in the Editorial/Op-Ed category for advertising work MCG developed for Green Manitoba’s annual calendar. The ad focused on small changes a homeowner can do to make their home Power Smart.