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植物的法案
案例简介：描述活动/条目 罗马尼亚最大的电力供应商 Enel 推出了电子账单，作为他们更加环保的承诺的一部分。我们的任务是展示它背后的绿色思维，说服人们选择它而不是传统的纸质账单，并最终改变人们对 Enel 的看法。那么，当人们不愿意改变的时候，我们怎么能改变他们的想法呢？我们给他们寄了一张打印在种子纸上的最后一张纸质发票。所以，当你拿到账单时，你可以永远埋葬它; 绿色的东西会从中生长出来，以加强 Enel 作为负责任公司的形象。第一个月后，50,000 多名客户选择了电子计费服务。媒体喜欢这个想法，并把它搞砸了。最重要的是，我们播下了人们观念的重要变化。 描述客户的简报 改变人们对 Enel 的看法。让他们觉得更环保。说服现有客户选择电子计费。 结果 第一个月后，50,000 多名客户选择了电子计费服务。甚至更多的人在这样做，当你读到这个。由于人们选择了这项服务，Enel 节省了超过 8 吨的纸张，直到现在。媒体喜欢这一举措，并炸毁了一切。最重要的是，我们播种了人们观念的改变。 执行 在一个月内，Enel 发出了打印在种子纸上的电力发票。所以，当你拿到账单时，你可以把它视为最后一张纸质发票，永远埋葬它。绿色的东西会从中生长出来，以维持生态友好的信息。 形势 Enel 是共产主义时代的前国有控股公司，正在努力变得更加注重环境。同时，在一个 “可持续性” 刚刚被字典收录的国家，建立一个负责任的公司形象。作为他们承诺的一部分，他们推出了电子账单服务，该服务旨在节省用于印刷传统账单的大量纸张。 战略 为了传达一个节省资源的服务，我们也在寻找一种节省资源的方法。因此，我们选择了现有的能源账单作为我们的主要沟通渠道。我们寻找的是一个能够谈论服务背后的生态思想的想法; 一个对消费者和记者都有影响的想法, 能够产生口碑并获得媒体关注。
植物的法案
案例简介：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. 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. The Situation 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. The Strategy 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.
PLANT THE BILL
案例简介：描述活动/条目 罗马尼亚最大的电力供应商 Enel 推出了电子账单，作为他们更加环保的承诺的一部分。我们的任务是展示它背后的绿色思维，说服人们选择它而不是传统的纸质账单，并最终改变人们对 Enel 的看法。那么，当人们不愿意改变的时候，我们怎么能改变他们的想法呢？我们给他们寄了一张打印在种子纸上的最后一张纸质发票。所以，当你拿到账单时，你可以永远埋葬它; 绿色的东西会从中生长出来，以加强 Enel 作为负责任公司的形象。第一个月后，50,000 多名客户选择了电子计费服务。媒体喜欢这个想法，并把它搞砸了。最重要的是，我们播下了人们观念的重要变化。 描述客户的简报 改变人们对 Enel 的看法。让他们觉得更环保。说服现有客户选择电子计费。 结果 第一个月后，50,000 多名客户选择了电子计费服务。甚至更多的人在这样做，当你读到这个。由于人们选择了这项服务，Enel 节省了超过 8 吨的纸张，直到现在。媒体喜欢这一举措，并炸毁了一切。最重要的是，我们播种了人们观念的改变。 执行 在一个月内，Enel 发出了打印在种子纸上的电力发票。所以，当你拿到账单时，你可以把它视为最后一张纸质发票，永远埋葬它。绿色的东西会从中生长出来，以维持生态友好的信息。 形势 Enel 是共产主义时代的前国有控股公司，正在努力变得更加注重环境。同时，在一个 “可持续性” 刚刚被字典收录的国家，建立一个负责任的公司形象。作为他们承诺的一部分，他们推出了电子账单服务，该服务旨在节省用于印刷传统账单的大量纸张。 战略 为了传达一个节省资源的服务，我们也在寻找一种节省资源的方法。因此，我们选择了现有的能源账单作为我们的主要沟通渠道。我们寻找的是一个能够谈论服务背后的生态思想的想法; 一个对消费者和记者都有影响的想法, 能够产生口碑并获得媒体关注。
PLANT THE BILL
案例简介：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. 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. The Situation 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. The Strategy 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.
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PLANT THE BILL
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