Itau created a different way to encourage customers to check their receipts digitally, a collection of books of the greatest classics of Brazilian literature printed using the same paper as the receipts. The collection was exhibited at agencies banks’ ATMs so that when customers would check their accounts they were encouraged to see the receipt on the screen or to receive it via e-mail.

• Design elements and their integration

We created a collection of books with the greatest classics of Brazilian literature printed on receipts, using unique design elements.

• Design touch points

Since we were dealing with receipt’s printing limitations, we had to make choices for design and artwork so the books would look beautiful and still printable.

• Materials, style elements, design choices

We used actual receipt paper to make those books and used the printing possibilities we had available to design them.

• Design development and process

We did a huge research on the design possibilities when printing receipts so we could add artwork and a unique style to the books.

• Scale

We started with 1,000 books and we're printing more each week so we can reach more clients.

The main result of this marketing action was the change in perception of Itaú’s consumers. The response rate from the people addressed was up to 90%. They all understood the message sent by our marketing action: one piece of paper may seem like a small thing, but added up it can make a huge difference. Hundreds of books were distributed to Itaú’s customers to spread the message.