More Integrated Marketing Campaign a Shift from Focusing on 'Who
We're Not' to 'Who We Are'
SEATTLE--(BUSINESS WIRE)--Feb. 12, 2008--WaMu (NYSE:WM) today
announced a new marketing and advertising campaign that taps into
customers' emotional reactions to capture the essence of what it feels
like to bank at WaMu.
"We want to become an iconic brand that people love," said
Genevieve Smith, chief marketing officer for WaMu. "Through ongoing
brand tracking, we know we always outperform our peers when it comes
to being emotionally relevant to people. It gives us a unique
opportunity to talk about who we are."
The new campaign brings WaMu's brand values to life: A company
that lives to simplify banking and do it with a smile.
"Whether it's been in focus groups or surveys, we hear that WaMu
is a bank that truly cares about the customer, doesn't nickel and dime
them, and gives something back. We created a campaign that reflects
this," said Smith.
The campaign marks a shift in how the company communicates its
unique value to consumers. Instead of separating itself from the pack
by defining WaMu's competitors, the new campaign defines WaMu through
the customer experience and reaction to its own products and services,
taking a more forward-looking, optimistic approach.
New Marketing Campaign
The fully integrated Whoo hoo!(TM) campaign - which spans TV,
in-store, direct, print, out-of-home, radio and online communications,
and a parallel internal campaign - conveys the emotional appeal of the
unique WaMu brand. For the TV component, the focal point is the
customer's Whoo hoo! moment; a dream-like state where customers
visualize moments of personal elation in response to learning about
WaMu products and services.
"WaMu customers love the WaMu brand and sincerely experience Whoo
hoo! moments. The campaign creative taps into that experience and the
enthusiasm of WaMu's employees," Said Rob Schwartz, ECD at
TBWA\Chiat\Day. "The ads reflect the simplicity of banking with WaMu,
their unique, disruptive industry brand, and their unique culture."
The Whoo hoo! campaign conveys WaMu's brand philosophies,
-- We don't nickel and dime you
-- We've got your back
-- We give you something back
The campaign is designed to operate seamlessly across business
lines, delivering the brand consistently. "The TV spots in particular
highlight our successful and growing retail banking franchise as the
focal point for delivering products and services across our business
lines, and that's perfectly aligned with our retail growth strategy,"
In addition to English language advertising, elements of the new
campaign will be launched in Spanish and Chinese languages.
TBWA\Chiat\Day, Los Angeles, is responsible for the TV, print and
outdoor executions, media planning and campaign strategy. Additional
agencies involved in executing the new campaign include:
-- Zubi Advertising - Spanish language
-- IW Group - Chinese language
-- Fathom Communications - Experiential marketing
-- Wolff-Olins - Merchandising
-- Avenue A-Razorfish - Online
To view or download high or low resolution examples from the new
ad campaign, go to www.wamu.com/newsroom.
WaMu, through its subsidiaries, is one of the nation's leading
consumer and small business banks. On Dec. 31, 2007, WaMu and its
subsidiaries had assets of $327.91 billion. The company has a history
dating back to 1889 and its subsidiary banks currently operate
approximately 2,500 consumer and small business banking stores
throughout the nation. WaMu's financial reports and news releases are
available at www.wamu.com/ir.
Whoo hoo! is a trademark of Washington Mutual, Inc. or its
CONTACT: WaMu - Public Relations
Shane Winn, 312-429-3052
SOURCE: Washington Mutual, Inc.