A province-wide campaign transforming frustration with unreliable paper bills into confidence and convenience through e-billing adoption.

Customers faced growing headaches from delayed and lost paper bills, risking missed payments and mounting frustration. Meanwhile, Alectra battled rising costs and resource strain caused by an outdated system—making change not just needed, but urgent.

Our campaign leaned into everyday frustrations everyone knows: soggy envelopes, delayed mail, and paper piles taking over the kitchen table. We contrasted that with cozy, effortless e-billing moments—checking bills from the couch, warm drink in hand, pet nearby—making digital feel approachable, easy, and smart.

Running across digital channels with a focused media budget, the campaign highlighted e-billing’s simplicity, security, and 24/7 control. By turning paper pain into a positive lifestyle choice, we encouraged thousands of Ontarians to switch—and take charge of their billing like never before.