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Letter with 10% Less

Banco Espírito Santo (BES)

Issue 7 | July 2008

Background

Banco Espírito Santo had launched a new product in the market – the BES 100% current account. This account’s major differentiating characteristic is the fact that it pays 10% towards all house bills: gas, light, water, telephone, mobile and cable TV. In order to benefit from this, customers just had to put the aforementioned bills on direct debit at BES. The agency had to communicate this promotion to a BES client database that still didn’t have their bills on direct debit.

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