Bradesco Bank had been perceived as Brazil's 'people's bank' for more than 60 years, against a background of economic instability and concerns over security and reliability. In 2005 Brandesco began a campaign to transform its perception into the 'first bank' which would not only offer security but a way for its clients to progress and move forward. The campaign resulted in 700,000 new bank accounts being opened and a return of 148% on the total communications spend.