The Garbage Bag
ENTEGA
Issue 7 | July 2008
Agency
OgilvyOne Worldwide GmbH
Creative Team
Annette Rust - Creative Director;Thomas Knopf - Art Director;Miriam Reith - Copywriter;Markus Töpper - Copywriter
Production Team
Bianka Elbert - Production Manager
Other Credits
Florian Matthies - Client Management
Date
November 2007
Background
During the Autumn of 2007, most Germans received a letter announcing upcoming electricity price hikes. Despite customers of the ecological electricity supplier ENTEGA having guaranteed prices until 2009, the company knew that their electricity would eventually become more expensive. They needed to convince their customers of the long-term benefits of sustainable electricity.
Idea
The agency decided to demonstrate how much less CO2 is emitted into the atmosphere by ENTEGA customers - 80 litres per hour – the exact volume of a standard German garbage bag. All customers were sent a garbage bag along with a letter, the abstract benefit to the environment becoming suddenly tangible and the responsibility of each individual becoming more evident. The campaign worked for the recipients' neighbours too, with many of those who were upset about having to pay more for their electricity being won over to ENTEGA.
Results
17% more telephone requests with explicit reference to the garbage bag campaign.
Target Audience
Existing customers of ENTEGA.
Size
90,000 pieces
Our Thoughts
It’s all very confusing, this business of CO2 emissions and the tonnes of carbon we emit into the atmosphere every time we go to the shops. But here’s a way of showing you exactly how much you save with ENTEGA so you don’t have to be confused any longer.