Cannes Lions

ELECTRONIC BILLING SERVICE

SAATCHI & SAATCHI ROMANIA, Bucharest / ENEL / 2012

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Film
Film

Overview

Entries

Credits

Overview

Description

Enel, the largest electricity provider in Romania, launched electronic billing as part of their commitment to being more environment oriented. Our task was to show the green thinking behind it, convince people to choose it over the traditional paper bill, and, ultimately, to change people’s perception of Enel.So how could we change people’s minds, when they are reluctant to change?

We sent them 1 last paper invoice that was printed on seeded paper. So, when you got the bill, you could actually bury it forever; something green would grow out of it, to reinforce Enel’s image as a responsible company.After the first month, over 50,000 clients chose the electronic billing service. Media loved the idea and blew it up. Most importantly, we seeded an important change in people’s perception.

Execution

For 1 month, Enel sent out the electricity invoice printed on seeded paper. So, when you got the bill, you could consider it the last paper invoice and bury it forever. Something green would grow out of it, to sustain the eco-friendly message.

Outcome

After the first month, over 50,000 clients chose the electronic billing service.

And even more are doing so, as you read this.

Enel saved, up to the present moment, over 8 tons of paper thanks to people choosing this service.

Media loved this initiative and blew everything up.

And, most importantly, we seeded a change in people’s perception.

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