The Brief

The e-Forestation emailer is appropriate for the direct-marketing category because it was sent from MTS to its customers directly. Besides, the objective of the emailer was also to engage the customers and get them to respond directly to the emailer, hence ensuring quick action. The customer could with a single click decide whether to sign up for an e-bill or stay with a paper bill.

Creative Execution

The emailer was crafted to make the customers realise that they really had the power to make an important decision for the world's environment. However, to do the same, the right mood had to be created, so that they genuinely felt guilty on opting for paper-bills and felt nice on opting for e-bills. So, when they clicked on 'Paper-Bill', the sound of chopping and falling trees played instantly, with a message saying that they had just killed a tree. This suddenly evoked a sense of guilt and pushed them to opt for an e-bill. And when they clicked on 'E-Bill', sweet sounds of birds played instantly, as we thanked them for saving the environment. This in turn kindled a sense of pride in them, as they did their bit towards building a greener planet.

Describe the creative solution to the brief/objective.

The target audience was the existing data customers. To get them to actively contribute to saving the environment, we used the instant-response opportunity that lies in the digital format. Being a data-service provider, it made even more sense for MTS to send out an emailer and get its customers to instantly opt for an e-bill.

Results

The emailer reached 16,20,000 customers, out of which, 4,53,000 customers opted for e-bills. Clearly, there was a sudden increase in the number of customers subscribing for e-bills. This eventually would result in lesser felling of trees, saving the environment and making our planet greener.