Comprehensive Campaign Created in Partnership With BBDO New York
NEW YORK, March 28 /PRNewswire-FirstCall/ -- E*TRADE FINANCIAL Corporation
(NYSE: ET) today announced the launch of a new brand and advertising campaign
designed to promote the Company's position as an innovative financial services
provider offering superior integrated financial solutions. Building on the
Company's heritage as an industry challenger, the comprehensive multi-media
campaign introduces the theme and tagline "Challenge the Ordinary ... Be
E*traordinary." The campaign is highly targeted at cable TV and print, and is
complemented by online vehicles to achieve broad visibility with self-directed
investors. Advertisements will debut this week in newspapers, magazines,
online outlets and on television. The campaign was created by BBDO New York
and Atmosphere BBDO, E*TRADE FINANCIAL's creative offline and online
agencies-of-record.
"No one has ever woken up and said 'my goal is to be an ordinary
investor,'" said Nick Utton, Chief Marketing Officer, E*TRADE FINANCIAL. "Our
new brand campaign challenges the ordinary by celebrating the bold, fearless
and ground-breaking spirit of our self-directed customers. It demonstrates
how E*TRADE FINANCIAL's solutions can help these customers go beyond the
ordinary to reach their full potential as extraordinary investors."
The campaign's premier television commercial features such extraordinary
talents as Arthur Ashe, Bob Dylan, Ernest Hemingway, Jackie Joyner-Kersee,
Vince Lombardi and Stephen Hawking to establish the limitless possibilities
that exist for people who are willing to challenge the ordinary. The ad
states, "At E*TRADE, we keep challenging the ordinary to help investors 'Be
E*traordinary.'" Print and online ads reinforce this position with such
headlines as, "If you want ordinary, go to Wall Street" and "Be smarter than
the average bear. Or bull." The E*TRADE FINANCIAL asterisk, a widely
recognized icon for the company, plays a central role in the advertisements.
"Since its inception, E*TRADE FINANCIAL has been willing to buck the norm
and defy convention as it seeks to offer the best in financial services for
its customers," noted Jimmy Siegel, Vice Chairman and Sr. Executive Creative
Director at BBDO New York. "This new campaign seeks to capitalize on this
heritage to help set E*TRADE apart from its competition in a very black and
white way: ordinary versus extraordinary."
The campaign premiered on Sunday, March 27 with teaser ads during the
college basketball tournament on CBS. It begins in earnest this week with the
debut of additional network and cable television spots; newspapers ads in The
Wall Street Journal, The New York Times, USA Today, Barron's and Investor's
Business Daily; and insertions in such financial magazines as Forbes, FORTUNE,
Money and BusinessWeek.
A second wave of product-specific advertising is expected to launch in
April.
About E*TRADE FINANCIAL
The E*TRADE FINANCIAL family of companies provide financial services
including brokerage, banking and lending for retail, corporate and
institutional customers. Securities products and services are offered by
E*TRADE Securities LLC (Member NASD/SIPC). Bank and lending products and
services are offered by E*TRADE Bank, a Federal savings bank, Member FDIC, or
its subsidiaries.
About BBDO New York
BBDO New York is part of BBDO Worldwide, the second largest global agency
network and the most awarded agency network in the world over the past six
years according to The Gunn Report. In addition to E*TRADE FINANCIAL, clients
of BBDO New York include: AOL, Campbell's, Cingular, DIRECTV, FedEx,
Frito-Lay, GE, Gillette, GlaxoSmithKline, Guinness, HBO, MasterFoods, New York
Stock Exchange, Office Depot, Pepsi, Pfizer, Pizza Hut, Schering-Plough, Visa
and more.
BBDO Worldwide is a part of Omnicom Group Inc. (NYSE: OMC)
(http://www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and
corporate communications company. Omnicom's branded networks and numerous
specialty firms provide advertising, strategic media planning and buying,
direct and promotional marketing, public relations and other specialty
communications services to over 5,000 clients in more than 100 countries.
Important Notice
E*TRADE FINANCIAL and the E*TRADE FINANCIAL logo are registered trademarks
or trademarks of E*TRADE FINANCIAL Corporation. The statements contained in
this news release that are forward-looking are based on current expectations
that are subject to a number of uncertainties and risks, and actual results
may differ materially. The uncertainties and risks include, but are not
limited to, changes in market activity, anticipated increases in the rate of
new customer acquisition, the conversion of new visitors to the site to
customers, the activity of customers and assets held at the institution,
seasonality, the development and enhancement of products and services,
competitive pressures (including price competition), system failures, economic
and political conditions, changes in consumer behavior and the introduction of
competing products having technological and/or other advantages. Further
information about these risks and uncertainties can be found in the
information included in the annual reports previously filed by E*TRADE Group,
Inc. or E*TRADE FINANCIAL Corporation with the SEC on Form 10-K (including
information under the caption "Risk Factors") and quarterly reports on
Form 10-Q.
E*TRADE FINANCIAL Media Contact
Pam Erickson
E*TRADE FINANCIAL Corporation
617-296-6080
pam.erickson@etrade.com
E*TRADE FINANCIAL Investor Relations Contact
Adam Townsend
E*TRADE FINANCIAL Corporation
703-236-8719
adam.townsend@etrade.com
SOURCE E*TRADE FINANCIAL Corporation
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Related links:
http://www.etrade.com
CONTACT:
media, Pam Erickson, +1-617-296-6080, or
pam.erickson@etrade.com; or investors, Adam Townsend,
+1-703-236-8719, or adam.townsend@etrade.com, both of E*TRADE
FINANCIAL Corporation
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