La Agencia de Orcí Completes Ad Campaign For Washington Mutual.

La Agencia de Orcí announced the launch of a national Hispanic ad campaign for Washington Mutual Inc. The TV, radio, print and outdoor campaign is began in March and will continue to run through the end of the year.

The ads emphasize Washington Mutual’s policy of “truly free” checking and differentiate it from other banks that claim to offer free checking but actually tack on hidden fees and requirements. The campaign’s creative demonstrates that free checking means no minimum balance, direct deposit or teller fees – hidden fees that often cause U.S. Hispanics to distrust American banks. The TV and radio spots end with the tagline, “Realamente gratis,” (“Truly free”).

“Attaining market share in the banking category amongst Hispanics requires a competitive edge,” noted Jaime Ramirez, group account director for Washington Mutual. “Washington Mutual gives us the flexibility to explore new creative territories, and the results have deepened the company’s relationship with the Hispanic community.”

The campaign will reach major U.S. Hispanic markets such as Los Angeles, San Diego, Miami, Sacramento, Orlando, Phoenix, Dallas, San Francisco and Houston. Washington Mutual has also extended the media buy to smaller markets with fast-growing Hispanic populations including Las Vegas and the California cities Fresno, Salinas and El Centro.

“Washington Mutual has always encouraged us to break with banking tradition,” stated Roberto Orcí, president of La Agencia. “‘The Beach’ was an overwhelming success – it positioned Washington Mutual as banking partner to the Hispanic community in an unconventional, humorous way.”