Ads demanded students' attention with catchy headlines: "Area College Student Dating Self"; "College Math Club President Dumps Supermodel" and "College Student Tries to Return Uneaten Food for Partial Refund".Blending creative with the content of the medium allowed readers to discover the humour for themselves once they realised the article was actually an advertisement. This process of self-discovery was critical because it gave the brand personality and leveraged the product as something 'cool' for students.

Washington Mutual was very pleased with the tone and relevancy of the campaign to the target. American Banker applauded Washington Mutual for its novel approach to college marketing. Additionally, it contributed to a 10% Free Checking account sales lift compared to the same advertised period last year.