The Clean Dollar campaign for Banco de Credito del Peru (BCP) was created as if it were word of mouth. Radio reporters, already familiar to listeners, were stationed outside BCP branches to interview customers leaving the bank who had just exchanged dollars. Pleased clients relayed how easy it was to exchange their dollars and how confident they were of their authenticity

The campaign exceeded BCPs expectations. Despite no other advertising, five-thousand new Mutual Fund clients enlisted with BCP during the month of the campaign. Savings accounts grew by $80MM, equivalent of increases typically only seen with strong promotional campaigns. Brand attributes increased even after the campaign ended.