We created a banner that invited surfers to click for printing. Although it encouraged them to print, the surfers were surprised to find they printed a blank piece of paper - ready to be reused!When the users returned to the computer they saw the banner's message: This time we saved the paper for you. For next time, click here, join the Email billing service and save hundreds of papers.The banner exposed surfers to the ecological problems caused by wasting paper but also gave them a solution. The banner gave surfers a personal- example of recycling by allowing them to reuse the paper that came out blank from their printer.

The eco friendly message was relevant not only for American Express customers, which become familiar with the service, but also to the "green" audience, an audience that has extremely grown in the last years.

During the campaign period, the number of people joining the service multiplied by 13.75% of the surfers that clicked the banner also joined the service!