In Brazil, 65% of households continue to use appliances that are more than 25 years old, leading to significantly higher energy consumption. These outdated machines can increase electricity bills by up to 160%, turning energy efficiency into an unaffordable luxury for millions.
This stems from a broader systemic issue: high credit costs, limited access to financing, and complex bureaucratic hurdles make it extremely difficult for low-income families to replace old appliances with newer, energy-efficient ones. For many, the cost of upgrading is not just a financial obstacle, but a barrier to sustainability and dignity.
Consul, a heritage brand known for affordability and practicality, decided to address this challenge with a strategic initiative titled “Efficient Way to Pay.” The brand’s core insight was simple yet powerful: the savings generated from reduced energy consumption could fund the monthly payments on new appliances. Extensive research revealed how much money was being wasted on electricity due to inefficient machines, particularly among low-income households. With this understanding, Consul developed a payment model that leveraged energy savings to cover the cost of new appliances—transforming waste into opportunity.
The initiative gave families modern appliances to use for a trial month, allowing them to experience first-hand the reduction in their electricity bills. Once savings were confirmed, the families could continue using the appliances by making interest-free monthly payments equivalent to the amount saved. There were no upfront costs, no debt, and no financial risk. The program was launched across select neighborhoods in São Paulo through a combination of precise data targeting, transparent communication, and an efficient onboarding process that minimized friction and maximized uptake.
The results were transformative. Households reported drops in electricity bills of up to 48%, making the new appliances not only environmentally friendly but financially viable. Most appliances were projected to be fully paid off within 24 months. The trial-to-purchase rate exceeded 75%, signaling a strong market acceptance. Within six months, Consul achieved a 17% increase in sales across targeted regions and gained 9% in market share. The program not only alleviated financial stress for low-income families but also strengthened brand preference by 48%, positioning Consul as an empathetic, forward-thinking leader in home appliances.
Ultimately, “Efficient Way to Pay” succeeded in converting energy efficiency from an aspirational ideal into an accessible reality. It shifted the paradigm of appliance ownership from a one-time financial burden to a sustainable, results-driven model. Through innovation rooted in empathy and practicality, Consul not only sold more appliances—it empowered consumers and proved that real social impact can emerge from bold, human-centered design.
AWARDS
Cannes Lions 2025
CREDITS
Client: Consul Appliances, Brazil.
Agency: DM9, São Paulo.
Co‑Presidents and CCO: Icaro Doria.
COO: Thomas Tagliaferro
CEO: Pipo Calazans.
Creative VP: Laura Esteves.
Executive Creative Director: Nina Lucato.
Head of Art: Philipe Demar.
Creative Team: Bruno Anibal, Caio Stucchi‑Zucchi, Diego Guerhardt, Pedro Rosadas.
Service Team: Michel Issa, Cláudia Razzé.
Content Team: Jader Crivellaro, Vitoria Merola.
Project Management: Paula Lopes, Thais Arrais.
Media Planning & Buying: Renata Valio, Bruno Simões.
Production Company: Corazón Filmes.
Producer: Anna Ferraz.
Production team: Isabela Ximenes, Jessica Thomaz.
Special Projects: Caio Rodrigues
Direction: Bruno Zanetti.
Director of Photography: Luiz Maximiano.
2nd Unit DoP: Marcelo Santos.
Editing by Thiago Hasegawa, Dimi, Lucas Rodrigues.
Photography: Gil Inoue.
Audio & Sound Production: Satelite Audio.
Post‑production approvals: Patrícia Pessoa, Bertha Fernandes, Alan Oliveira.
Digital Review: Nilson Moysés, Leandro Gléria.
