To actualise its concern for the environment, Mashreq - the UAE's leading private bank, had decided to cut down on mailings to save paper (starting with bank statements) and make Online Banking its primary interface. The task was to garner customer support for this initiative, but keeping in mind a shoe-string budget.
The idea took the form of a mailer disguised as a bank statement - the look of the envelope was no different than what customers were used to, it was only after opening the flap of the envelope that unsuspecting recipients realised it was empty. A short and crisp message printed on the envelope explained why their bank statement was missing, and urged them to do the right thing - saying no to bank statements by snail mail 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 resounding success.
1 Gold Effie | Banking & Finance | GEMAS Effie MENA Awards 2009.