As we get ready to celebrate 40 years of marketing excellence at the 2025 MX Awards, we’re shining a spotlight on the standout campaigns that raised the bar in 2024.
One of the most creative? “The Match”—a witty, relationship-themed campaign from BGE and ICF, which earned Runner-Up Campaign of the Year honors. The campaign breathed fresh life into utility marketing by transforming the appliance rebate experience into a love story consumers could relate to—and engage with.
Finding the Perfect Match
The concept? What if shopping for energy-efficient appliances felt like dating? In “The Match,” appliances were personified in playful, dating-themed creative, encouraging consumers to “find their perfect match” and save energy while doing it.
The campaign’s multi-channel execution brought the idea to life with:
- Digital advertising that met audiences where they browse
- Social media content designed for engagement and sharing
- Traditional media outreach to ensure broad awareness
This light-hearted, humanized approach helped connect audiences to an energy program in a way that felt fun and refreshingly unexpected.
Reaching the Right Audience
Targeting was a key part of the campaign’s success. BGE and ICF focused on consumers aged 25 to 45—a demographic actively making appliance decisions and increasingly conscious of energy usage and environmental impact. The messaging and tone were built to resonate with this audience’s values and lifestyle.
Why It Stood Out
The MX Awards judges praised the campaign for “unparalleled creativity, strategic vision, and measurable results.” UMMS’s work exemplified how integrated content strategy can drive engagement, build trust, and deliver real value—especially in a critical industry like healthcare.
Results That Delivered
The campaign delivered big on performance, demonstrating both reach and engagement:
- 1.6+ million impressions
- 24,123 click-throughs
- 22,467 website sessions
These metrics show that the message resonated—and motivated action.
A Strategy Worth Falling For
What set “The Match” apart was its fresh take on utility marketing. The campaign brought humor, relatability, and clear value together in a cohesive story, supported by smart targeting and cross-channel execution. It proved that with the right concept, even the most practical programs can connect in creative, emotional ways.
Your Turn: Make a Match with Marketing Excellence
The 2025 MX Awards are now open for entries. If your campaign turned heads, shifted perceptions, or moved audiences to act, we want to see it.
- Standard Entry Deadline: Friday, August 15, 2025
- Late Entry Deadline: Friday, August 22, 2025
Enter your work at mxawards.amabaltimore.org
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