What needed to change
Hydro Ottawa wanted to migrate a greater proportion of customers to online billing and automated payment services from more costly and wasteful paper billing.
To change perceptions about the need to conserve paper, Acart looked at the value of paper through a child’s eyes, and finding more creative uses for paper besides printed bills. Real CHEO patients demonstrated the fun kids can have with paper — like finger painting and origami. With the campaign message, “Save Paper For What Matters” — bolstered by the incentive of Hydro Ottawa donating $5 to CHEO for every customer who signed up — we reached customers through a paid media strategy including out-of-home, transit, and digital and social media advertising.
- Increased online billing sign ups by 15%
- Increased automated payment sign ups by 9.5%
- Exceed sign up target by 13%