PAPER TREE by Y&R California for SOUTHERN CALIFORNIA EDISON

PAPER TREE

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency Y&R California
Executive Creative Director Anthony Dibiase
Account Supervisor Stephanie Bigler
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: SOUTHERN CALIFORNIA EDISON
Product/Service: PAPERLESS BILLING CAMPAIGN
Agency: Y&R IRVINE
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: Y&R IRVINE, USA
Executive Creative Director: Anthony DiBiase (Y&R/Wunderman Irvine)
Associate Creative Director, Copywriter: Josh Lieber (Y&R/Wunderman Irvine)
Associate Creative Director, Art Director: Fernando del Rosario (Y&R/Wunderman Irvine)
Senior. Art Director: Imke Daniel (Y&R/Wunderman Irvine)
Account Supervisor: Stephanie Bigler (Y&R/Wunderman Irvine)
Associate Production Director: Kara LaRosa (Y&R/Wunderman Irvine)
Group Account Director: Eric Uchida (Y&R/Wunderman Irvine)
Account Director: Iana Oviedo (Y&R/Wunderman Irvine)
Senior. Art Director: Susan Clemens
Account Executive: Cristie Anderson (Y&R/Wunderman Irvine)
Project Manager: Lynn Witkowski (Y&R/Wunderman Irvine)
Print Producer: Larry Corte
Media placement: On-Site Dimensional Display - On-Site Display - 14 December 2009
Media placement: Postcard - Direct Mail - 10 November 2009

Describe the objective of the promotion.
16.5 million trees are cut down every year just to send people their paper bills. The objective was to get customers of Southern California Edison to move to paperless billing.

Describe how the promotion developed from concept to implementation
'On paper', 16.5 million trees doesn’t sound like much, but what if we could get people to experience what it would be like to have vast forests of trees disappear right before their eyes? That’s what inspired our idea. As customers receive their mailers, what appears to be a pristine forest becomes a shock as they realise every tree as far as the eye can see is made of paper bills. The issue has become real to them. They can feel the consequences of avoiding 'paperless' billing. To make going online even easier, the promotion included a Toshiba laptop sweepstakes.

Describe the success of the promotion with both client and consumer including some quantifiable results
Consumers responded in a big way. 'Paper Tree' recorded a 32.8% increase in enrollment, driving Paperless Billing to an astounding 421,112 enrollees. For the SCE client, this was a watershed creative moment, as “Paper Tree” became one of their most successful Paperless Billing promotions ever. They now plan many more large-scale and compelling promotions to dramatise their 'Green' agenda. Equally as rewarding, the displays are still appearing across Southern California, educating and inspiring millions of SCE’s customers to make a difference for our world.

Explain why the method of promotion was most relevant to the product or service
In the spirit of enabling our customers to feel the impact, we created three dimensional standee displays. Seven-foot tall trees made entirely of stacked up paper bills were placed where people could stand among them, as if it were a forest—a forest of bills, instead of trees. Laptops were in close proximity; enabling people to instantly enroll in paperless billing while the effect was fresh in their minds.