The high financial attachment of several clients with the bank makes them less likely to take out an individual loan. To help them find a reason to take advantage of the loan, the "BES Sweet Moments" concept come out as a emotional trigger for their imagination, materialised in fake chocolate bars with BES selection of leisure suggestions that reflected the characteristic prestige of a top client. One of the bars was a real chocolate.

This mailing was the 2nd relational communication after BES top clients service was launched, having met both the objects that were proposed: notoriety increase of the new service and positioning of new individual loans. The pre-approved Individual Loan response rate in 2004 was 4%.