Our challenge was to motivate all Bradesco’s employees and facilitate the task to open new bank accounts. We had to give to the employees consistent sales arguments, based on the Bradesco’s differentials.

We created the biggest internal marketing program ever made in Brazil, based on a book with 120 reasons to be a complete client. All reasons created by our campaign, rational and emotional, able to seduce and convince new clients, were strongly disseminated through all employees in a program called “Reasons Challenge”. The employees were engaged in a healthy competition, made with a quiz based on the book content, and the big final were disputed in an event, with a special participation of the Bradesco’s CEO and hosted by Brazilians celebrities.

As a result, all Bradesco’s employees ask for a copy of the book and 75% of them participated voluntarily of our program “Reasons Challenge”. To ensure that the participation were effective, we have the information that among all the employees that answered the quiz, 88% gave the correct answer to more than 90% of the questions. Obviously this huge internal marketing program result in an expressive impact into the market and Bradesco obtained a result 17% bigger than the market average in the conquest of new clients.