PLANT THE BILL by Centrade Saatchi & Saatchi Bucharest for Enel

Adsarchive » Film » Enel » PLANT THE BILL

PLANT THE BILL

Pin to Collection
Add a note
Industry Energy & Water Utilities
Media Film
Market Romania
Agency Centrade Saatchi & Saatchi Bucharest
Creative Director Jorg Riommi, Arturo Vittorioso, Johan H. Ohlson, Daniela Nedelschi
Art Director Vlad Molico
Copywriter Irina Codreanu
Released June 2012

Awards

Cannes Lions 2012
PR Lions Environmental PR Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Environmental PR
Advertiser: ENEL ROMANIA
Product/Service: ELECTRONIC BILLING SERVICE
Agency: SAATCHI & SAATCHI ROMANIA Bucharest, ROMANIA
Advertiser ENEL ROMANIA
Product ELECTRONIC BILLING SERVICE
Entrant SAATCHI & SAATCHI ROMANIA Bucharest, ROMANIA
Type of Entry: Sectors & Services
Category: Environmental PR
Title: PLANT THE BILL
Advertiser/Client: ENEL ROMANIA
Product/Service: ELECTRONIC BILLING SERVICE
Entrant Company: SAATCHI & SAATCHI ROMANIA Bucharest, ROMANIA
DM/Advertising Agency: SAATCHI & SAATCHI ROMANIA Bucharest, ROMANIA
Creative Director: Johan Ohlson (Saatchi & Saatchi)
Creative Director: Jorg Riommi (Saatchi & Saatchi)
Copywriter: Irina Codreanu (Saatchi & Saatchi)
Art Director: Vlad Molico (Saatchi & Saatchi)
Account Director: Ema Spirache (Saatchi & Saatchi)
Account Manager: Corina Bratu (Saatchi & Saatchi)
Head Of External Relations: Radu Cosarca (Enel Romania)
Head Of Communication/Media Relations: Adriana Tabac (Enel Romania)
Describe the campaign/entry
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.
Describe the brief from the client
Change people’s perception about Enel. Make them think greener. Convince existing clients to choose electronic billing.

Results

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.

Creative 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.


Enel, a former state-controlled company in the communist era, is making efforts to become more environment oriented. And, at the same time, to build an image as a responsible company, in a country in which 'sustainability' just got in the dictionary.
AS part of their commitment, they launched electronic billing, a service designed to save the tons of paper used for the printing of the traditional bills.


To communicate a service that saves resources, we looked for a way of doing it that saves resources, too. Therefore, we chose the existing energy bills as our main communication channel.
What we looked for was an idea that would speak about the ecological thinking behind the service; an idea that would have impact on consumers and journalists alike, capable of generating word of mouth and getting media attention.