Campaign: E-billing campaign

With millions of new mobile phone subscribers added each year in India, the country is a key market for Vodafone. As the telecoms company expands its business, it is determined to limit the environmental impacts of growth.

In January 2009, Ogilvy Mumbai developed a campaign to encourage customers to opt for e-billing instead of paper statements. As well as saving paper and environmental impacts from posting the statements, e-billing also brings cost savings for Vodafone.

The agency developed the idea of printing a row of trees across the seal of the envelope. When the customer opened the statement, the trees were cut in two and a message was revealed informing them that over 5,000 trees are felled for every billing cycle and telling them how to switch to e-billing.

Since the launch of the campaign over 300,000 customers have switched to e-billing.