Smart Plays, Big Wins: PSE Teams Up with Sounders FC to Help Communities Save Energy and Money
Puget Sound Energy (PSE)
Services
Research | Creative Services | Marketing and Advertising | Multicultural Consultation
Audience
Spanish speaking and Latinx communities, PSE customers and potential customers eligible for programs like PSE Flex.
Challenge
Build awareness of energy efficiency programs—especially among Spanish-speaking and underserved communities—and create opportunities to engage with new and existing PSE customers in meaningful ways.
Outcome
So far: 1,000 quiz-based ticket claims in under 12 hours, “giant crowds” reported at events, and a strong foundation for a five-year partnership.
Approach
We co-created a bilingual, soccer-themed energy campaign “Smart Plays. Big Wins.” The campaign embedded energy-saving tips into culturally relevant visuals, events, and messaging.
The Challenge
For many Spanish-speaking and immigrant communities in the Puget Sound region, the benefits of energy efficiency programs—like lower bills, improved comfort, or flexible billing options—can feel out of reach or unknown. Language barriers, unfamiliarity with utility programs, and a lack of culturally relevant outreach often get in the way.
That’s why Puget Sound Energy partnered with Sounders FC: to create a powerful new platform to bring in new audiences, meet people where they are, and make energy-saving feel exciting, accessible, and culturally relevant. We were brought in to design the strategy and lead execution—grounded in our belief that community-informed communications are the most effective kind.
Our Approach
This partnership wasn’t about a logo and a handshake. From the beginning, we helped shape a campaign that would bring energy-saving tips and programs to life—by embedding them into the passion and momentum of soccer.
Audience-Centered Messaging & Visual Identity
Developed the campaign theme “Smart Plays. Big Wins.”, linking soccer strategy to smart energy choices
Created bilingual messaging focused on simple ways to save energy and money
Commissioned Seattle-based muralist Angelina Villalobos Soto to create a vibrant, movement-themed artwork used across all assets
Established a flexible visual system and color palette to represent both brands and resonate with Pacific Northwest communities
Creative & Collateral
Designed Spanish- and English-language landing page, signage, giveaways, and visuals for large-scale events
Engaged a Spanish-speaking community advisory group to help guide messaging, campaign concepts, and event activation strategies
Created a full suite of branded merchandise and materials for the PSE Events Team and Sounders FC matchday activations
Community Engagement & Ambassador Strategy
Built and launched an engagement plan featuring player ambassador Pedro de la Vega
Executed a multicultural media strategy with live radio, digital ads, social media, and interviews reaching Spanish-speaking audiences
Built distribution plan for 10,000 Sounders tickets for participants who engage with energy efficiency programs.
Our Perspective
This program reframes energy efficiency as something empowering, easy to understand, and culturally relevant. Instead of relying on utility bills or generic ads, PSE is reaching people through moments of joy—soccer matches, local festivals, and one-on-one conversations.
By centering community experiences, from youth clinics to free ticket access to educational field trips, PSE and Sounders FC are not just spreading awareness—they’re building habits that help customers save energy for years to come.
The Impact (So Far)
Still in its first year, the five-year partnership is already generating excitement and results.
Audience Reach
250+ successful quiz completions and 1,000 tickets claimed through quiz engagement in under 12 hours
“Giant crowds” reported at events, according to the PSE Events Team
Creative & Cultural Wins
Messaging that resonates with both soccer fans and energy-conscious households
Visually cohesive, bilingual brand assets
Positive early feedback and strong attendance at in-person activations