In Brazil, 65% of households still rely on home appliances that are more than 25 years old—largely due to financial constraints. These outdated devices consume energy inefficiently, driving up electricity bills by as much as 160%. For low-income families, this creates a vicious cycle: they can’t afford new appliances, and their electricity bills continue to grow. Consul set out to tackle this issue with a strategic initiative called “Efficient Way to Pay.” The campaign offered families a one-month free trial with a new, energy-efficient appliance. After the trial, consumers could choose to keep the appliance and pay for it in interest-free installments—matched to the amount saved on their electricity bills. The results were powerful: electricity bills dropped by up to 48%, most units were projected to be fully paid off within 24 months, and the trial-to-purchase conversion rate exceeded 75%. The campaign proved a win-win for both consumers and the brand.