To actualise its concern for the environment, Mashreq - the UAE'sleading private bank, had decided to cut down on mailings to save paper (startingwith bank statements) and make Online Banking its primary interface.The task was to garner customer support for this initiative, butkeeping in mind a shoe-string budget.
The idea took the form of a mailer disguised as a bank statement - thelook of the envelope was no different than what customers were used to,it was only after opening the flap of the envelope that unsuspectingrecipients realised it was empty. A short and crisp message printed onthe envelope explained why their bank statement was missing, and urgedthem to do the right thing - saying no to bank statements by snailmail and saying yes to e-statements.
41% of the recipients responded by registering online for e-statements- a result that speaks volumes about the initiative's resoundingsuccess.
1 Gold Effie | Banking & Finance | GEMAS Effie MENA Awards 2009.