In July 2007, FedEx UAE changed its toll-free customer helpline number from 800 4050 to one much easier to recall - 800 FedEx. They wanted to communicate this 'easy to remember' aspect to existing as well as prospect customers. We had a limited budget and had to come up with banner ads for several business websites.The old number had been replaced by the word 'FedEx' which appears prominently on their delivery vans. We used this important fact to our advantage in a web banner - making the new toll-free number 'that easy to remember!'