During the autumn of 2007, most Germans received a letter announcing upcoming price hikes for electricity. Except for customers of the ecological electricity supplier ENTEGA, who have guaranteed prices until 2009. But inevitably, their electricity will also become more expensive. How can ENTEGA customers be convinced of the long-term benefits of sustainable electricity? In this way, the abstract benefit to the environment is suddenly made tangible and the responsibility of each individual becomes more evident. A nice side effect is that the neighbors, who are now upset about having to pay more for their electricity, can be won over for ENTEGA, too. They demonstrate how much less CO2 is emitted into the atmosphere by ENTEGA customers: 80 liters less per hour – the exact volume of a standard German garbage bag which they send along with the letter. 17% more telephone requests with explicit reference to the garbage bag campaign.
Agency: Ogilvy Frankfurt, Germany.