SEATTLE, Wash.--(BUSINESS WIRE)--Feb. 27, 2008--WaMu (NYSE:WM)
today announced the Hispanic component of its newly-launched Whoo
hoo!(TM) marketing and advertising campaign that taps into customers'
emotional reactions to capture the essence of what it feels like to
bank at WaMu.
The fully integrated Hispanic marketing campaign - which spans TV,
print, outdoor and radio communications - conveys the emotional appeal
of the unique WaMu brand. The TV ads focus on 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
The new campaign brings WaMu's brand values to life: A company
that lives to simplify banking and do it with a smile.
In one Spanish-language TV ad, a skinny guy goes into a dream-like
state after learning that a WaMu Free Checking(TM) account is really
free and doesn't require direct deposit. He envisions himself in a
tug-a-war with a strong man at the World's Strongest Man Contest. As
the camera shot widens, the crowd at the event sees that the skinny
guy is gaining on his opponent because he's being helped by WaMu
"Whether it's been in focus groups or surveys, we know we always
outperform our peers when it comes to being emotionally relevant to
people," said Genevieve Smith, chief marketing officer for WaMu. "We
truly care about our customers, stand by their side and give something
back. We created a campaign that reflects this commitment."
The campaign is designed to operate seamlessly across business
lines, delivering the brand consistently. The first TV and print ads
reflect the benefits of the WaMu Free Checking account.
The Whoo hoo! campaign conveys WaMu's brand philosophies,
-- The numbers are in your favor. "Las cuentas a tu favor"
-- We're on your side. "Estamos de tu lado"
-- We give you something back. "Te damos algo a cambio"
TBWA\Chiat\Day, Los Angeles, developed the Whoo hoo! campaign and
is responsible for the general market TV, print, radio and outdoor
executions, media planning and campaign strategy. WaMu's Hispanic
agency, Zubi Advertising, executed the Hispanic campaign by adapting
Chiat/Day's creative platform and adding cultural insight to the Whoo
Additional TV spots will be aired as the campaign moves forward,
with a second spot planned for airing beginning on March 24.
To view or download high or low resolution examples from the new
ad campaign, go to http://newsroom.wamu.com.
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 - National Public Relations
Yanet Obarrio Sanchez, 305-480-9119
Cell phone: 305-213-5262