The action, lasting a month for each new branch, contributed to a 50% increase in new clients.The new branches registered a larger number of accounts as compared to pre-existing ones.Citibank decided to adopt this strategy globally for branch openings in other countries.In addition to the impressive results, the action generated spontaneous media. For example, a full-page article in the news weekly Carta Capital, July 5th, 2006 issue. (people in the newsroom, working late at night, decided to order a pizza and were impacted by the action).