Keeping in mind a shoe-string budget, a simple, cost-effective mailer was sent to the higher end of Mashreq's customer base. It was deliberately mailed around the same time they were expecting their monthly bank statements. While the look of the envelope was no different than what they were used to, it was only after opening the flap that unsuspecting customers 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.