To create a book with objective reasons for people to open accounts and to make it the promotional gimmick of the campaign. The book “120 Reasons to be a Complete Client” shows the bank differentials that would make consumers prefer Bradesco, apart from reinforce the bank’s positioning as the complete bank. Illustrated by 20 photographers, the book helps people decide and provides arguments for the employees to convince consumers.After its press launch, the book was heavily promoted in an integrated campaign that explored several channels such as: Internet, radio, TV, print, decoration of the branches, photo exhibit, alternative media, direct mail, merchandising, product placement and internal marketing.

With more than 100,000 copies distributed, the book became a best seller.(Client did not authorize the release of anymore figures)