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E*TRADE Financial

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Company: E*TRADE FINANCIAL, New York, NY
Company Description: E*TRADE FINANCIAL provides financial services including trading, investing, banking and lending for retail and institutional customers. E*TRADE delivers a diversified and integrated portfolio of innovative, customer-focused brokerage and banking products and services, with a commitment to delivering long-term value to our customers and to our shareholders.
Nomination Category: Advertising Categories
Nomination Sub Category: Financial Services - Campaign

Nomination Title: E*TRADE Baby Makes Hay of Super Bowl 2008

The date on which the media element(s) in this entry was first run, aired, or otherwise made public in the U.S.A.:

Feb. 3, 2008

Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

On Super Bowl Sunday, E*TRADE debuted a campaign aimed at re-engaging its
audience while touting the benefits and ease of its products and services. 
The new campaign featured a financially savvy tot discussing the perks of
investing and banking with E*TRADE via webcam from his highchair. 

The buzz-worthy spots (which we will mail by DVD) reached far beyond the
game’s 97.5 million viewers; they garnered hundreds of media impressions and
spread like wildfire online, with more than 5.6 million YouTube views (as of
Nov. 1) and countless uploads to personal websites.  As a result, E*TRADE saw
a 32 percent increase in newly-opened and funded brokerage accounts during the
week following Super Bowl® (compared to the prior year) and record quarterly
increase in new customers since 2005.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Client: E-Trade
CMO: Nick Utton
Agency: Grey, New York
Chief Creative Officer: Tor Myhren
Creative Director: Jonathan Crain
CD/Copywriter: Ari Halper
CD/Art Director: Steve Krauss
Director of Broadcast Production: Bennett McCarroll
Production Company: Smuggler
Director: Randy Krallman
Director of Photography: Tico Poulakkis
Executive Producer: Patrick Milling Smith,
Brian Carmody,
Lisa Rich
Head Of Production: Allison Kunzman,
Laura Thoel,
David Watson
Service Company: Soft Citizen
Editorial Company: Cosmo Street
Editor: Lawrence Young,
Jason Macdonald
Animation: HUSH
Audio Post: Sound Lounge
Mixer: Glen Landrum