Utility companies don't exactly radiate a cute, friendly image.
But who could resist Callie, Holly, Ace and Max, the four fictitious canines who serve as pitch pooches for Georgia Power in a new ad campaign promoting energy-saving tips?
The dogs have their day in the electric utility's highly interactive online effort. Users watch on the company's Web site as they sniff out ways to reduce usage around the house, then reward them with a biscuit through the click of a mouse; or, whistle them back onscreen, just in case they've wandered off in search of a squirrel.
"You can't put something dry and boring out there and expect people to pay attention," said Mary Story, Georgia Power advertising manager. "The beauty of these spots is they have warmth and humanity. And who doesn't like dogs? But there's also lots of good information."
The campaign also uses TV, radio, print and outdoor advertising. Story, per company policy, would not reveal the campaign's cost, but said it's not the most expensive advertising effort undertaken by Georgia Power.
The utility's ad budget, she noted, was cut about one-third this year.
She also said Georgia Power's overall advertising outlay is "a modest amount," at least compared with what some large non-utility companies spend to tout themselves.
But, she said, the new campaign is the most interactive and coordinated.
Like the Web spots, the TV ads take a humorous approach. A dog trainer shows how his charges can help consumers save energy by opting for more-efficient light bulbs and by keeping the thermostat set to 78 degrees in summer.
Critics of advertising by monopoly utilities have questioned its need. Story said consumers want information on energy efficiency, especially in hard economic times, and that advertising is the most cost-effective way to get that information to them.
She also said Georgia Power does have competition from natural gas providers for many of its services.
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