Right at the beginning of the Crisis, BES realized it was time to warn people to start saving. They conceived a product that made saving profitable and easy to everyone: you could start saving with only 25€ a month and get return from it. In a culture like our, where saving was never much of a habit and where everyone seems to be waiting for someone else so solve their problems, we decided that the best way to communicate this product was to give people a slap on the face.
