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.

Change people’s perception about Enel. Make them think greener. Convince existing clients to choose electronic billing.

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.

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.

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.

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.