When Washington Mutual entered the highly competitive and diverse New York market in the Summer of 2002, they turned to Opts to create a series of events that would garner widespread attention, and win over potential customers with a message that WaMu cares about people and communities. Education and affordable housing are the cornerstone issues of WaMu's community-focused brand positioning, and the basis for three distinct but related experiential programs Opts created and launched within a few weeks of each other.

Home of the Free - September 16th
Photojournalism competition for middle school students capturing local public servants in action.

Walk on Home - September 29th
Four simultaneous walkathons for affordable housing in the greater New York area.

Spotlight on Teachers - November 16th
Unprecedented one-day buyout of every seat on Broadway to honor and thank area teachers.

Washington Mutual won the hearts and minds of those tough New Yorkers. In terms of awareness, they went from virtually unknown to tied for 2nd in unaided awareness among retail banks. Here's what their customers had to say:

Home of the Free:
"Washington Mutual has provided us with an unparalleled experience, one that created a memory that will last forever in the heart and mind of each and every person who was involved." — Lilian Ciuffreda, Supervisor, Woodbridge Township Gifted and Talented Program, NJ

Walk on Home:
"The walkathon is a testament to the innovation, energy and financial support WaMu is bringing to New York City. We hope that the event will continue as an annual celebration of private and public partnerships, advocacy and neighborhood revitalization." — Denise Scott, Managing Director, LISC, New York City

Spotlight on Teachers:
"I often feel appreciated by my students, but rarely by the Ôreal world'...If I didn't already have an account at Washington Mutual, I would transfer my money there to show you how much I appreciate you for showing that you appreciate me." — Janice Wilson, Second Grade Teacher, Avenel, NJ

Building Key Relationships.
Opts market entry program forged positive relationships and strategic alliances with elected officials and public servants at all levels of government, community business leaders, non-profit group representatives, and school district administrators.

Making PR Waves.
The combined events received broad cover-age in the NY/NJ area, including NY Times Sunday edition, a variety of local papers, AP Wire, and broadcast press including Fox 5 and ABC 7.