Every year Ambev - the largest brewery in the world - seeks to promote the conscientious use of water. In 2011 the challenge was even greater: Ambev didn’t want just another campaign, it wanted an engagement tool.We created a bank. A bank in which the less you use, the more you win. It’s the CYAN Bank. The first bank to reward its customers for conserving water.

The logic is very simple: The water you save becomes points that you can use to get discounts on purchases at large virtual stores in Brazil, such as: Americanas.com, Submarino, Blockbuster and ShopTime.In this bank, the water bill is your checking account. That is why Ambev entered into a partnership with Sabesp - the company responsible for supplying water to over 365 municipalities in the state of São Paulo. In other words, over 27 million people can invest in conserving water.

We transformed the entire economy sections of the two major newspapers in the country into the front page. For the first time ever, Folha de São Paulo and Estadão inverted the order of their papers’ sections. And so the launch of the CYAN Bank became front page news.

The launch of CYAN Bank had great impact, reaching five thousand new client registrations to date.The action on the two newspapers totalled over 500 thousand copies, reaching more than 1,420,000 people.