Whoo hoo! WaMu Unveils New Hispanic Ad Campaign Celebrating and Inspired by Their Customers

WaMu (NYSE:WM – News) today announced the Hispanic component of its newly-launched Whoo hoo!™ 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 services.

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 CheckingTM 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 employees.

“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, including:

* 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 hoo! moment.

Additional TV spots will be aired as the campaign moves forward, with a second spot planned for airing beginning on March 24.”

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