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  • 1. “ WaMoola Madne $$ ”
  • 2.
    • Attitudes of California Consumers showed a negative view of banking.
    • 95% of bills requested from ATMs are $20.
    • Rogers & Associates PR firm found no prior launches had been done for the $50 and $100 bills.
    Research
  • 3.
    • On the new $20 bill release date from the Federal Reserve. WaMu gave 20 consumers in seven major cities a chance to enter a wind cube with new $20 bills and have 20 seconds to grab as many of the swirling bills as they could. The grand total in each city was matched by WaMu and donated to a local non-profit housing organization.
    Strategy
  • 4.  
  • 5.
    • Media advisories were sent to key media and submitted to wire services before the event.
    • Follow-up calls were made to key media, stressing that the event would be one of the only opportunities to see the new bill.
    • AP photographers were also contacted.
    • Radio partners acted as event emcees in each city, generating larger crowds.
    Communication
  • 6.
    • Goal: Reach audience of 45 million – Reached 83 million.
    • Total of 3,500 people attended the event.
    • Increase name recognition by 50% - Reached 80% from 0%.
    • Achieve media coverage equivalent to event cost – totaled $618,000
    Evaluation