MINNESOTA (April 1) — Rural Computer Consultants (RCC) and Vivid Image have jointly been recognized as recipients of the Summit Emerging Media Leader Award for the innovative "Making Propane Sexy" marketing initiative. This recognition places the collaborative campaign among an elite group, as the Summit Awards organization awarded 6.5% of submissions this year.
The "Making Propane Sexy" campaign began with Freddie Ridler, head of business growth at Rural Computer Consultants, at the 2022 NPGA Southeastern Expo. Ridler had been brainstorming ways to shake up the industry's image, wanting something bold, memorable and fun. So, at the 2022 NPGA Southeastern Expo, Freddie unleashed a phrase: "Making Propane Sexy."
“We couldn't do it alone," said Ridler. "The phrase was unexpected, but it resonated because it challenged everyone to think differently about propane's possibilities."
In 2023, at the RCC Customer Seminar, Ridler enlisted the help of the team at Vivid Image. Together, they transformed "Making Propane Sexy" from an idea into a full-blown campaign. Ridler and his team at RCC and Vivid Image designed an eye-catching logo and artwork for magazines, and soon "Making Propane Sexy" stickers, socks and other promotional goodies made their debut at trade shows and meetings across the country.
For more than three decades, the Summit Awards organization has been a trusted authority evaluating creative and marketing excellence. The Summit Emerging Media Award specifically celebrates innovation in the evolving field of communications technology.
"The submission process required us to present our work anonymously, letting the campaign's impact speak for itself," noted Beth Gasser, owner of Vivid Image. "We took careful precaution not to reveal our identity in the award submission process, but instead show many examples of individuals and propane marketers outside of Vivid Image and RCC sharing on social media, talking about “Making Propane Sexy” and other captivating examples for the judges to make their careful decision — making it a true grassroots movement."
“Making Propane Sexy” has sparked podcasts, news stories, its own hashtags (#MPS and #MakingPropaneSexy) and significant demand for branded merchandise. In response, RCC has launched a dedicated landing page at www.makingpropanesexy.com where enthusiasts can purchase "Making Propane Sexy" apparel and gifts, learn more about the movement and request "Making Propane Sexy" graphics to add to their own initiatives to spread the word.
"This award validates what we've seen happening throughout the propane community," Ridler added. "People are ready to break from convention, have some fun and promote propane with pride and creativity. The revolution is just getting started."
