Unibanco wanted to publicize among university students a kind of credit that would help them pay for school in case they ran out of funds to continue their studies. The advantage is that with the University Credit the students only pay half the monthly fee. The other half would be paid after graduation. We created a story: Joe Bug was broke and couldn’t pay for his studies anymore. To raise the money, he decided to take the Volkswagen Beetle his grandmother gave him, saw it in half and raffle it on his blog. He advertised it mouth-to-mouth, handed out flyers at university entrances. The target identified with the kid’s story and followed him in social networks. During this phase there was no mention of the bank’s brand.