During the first week of the summer, we launched a 360-degree effort that reintroduced ourselves to the public and reclaimed our rightful place within the financial world as the category disruptor. “Don’t Get Mad, Get E*TRADE” provoked consumers to take control of their finances in an honest, thought-provoking, and action-oriented campaign, shaking up the category yet again.

“Yacht Life” featured a silly, meek-looking man dancing through a mega-luxury yacht. Set to the Mophonics’s “Yacht Life,” we see him dance all the way to the deck where a massive group of those who clearly belong to the leisure class are dancing and partying. In a moment of excitement, he takes his shirt off, at which point we reminded people that “the dumbest guy from high school just bought a yacht.”

The campaign was designed to work cohesively across all channels to drive/provoke prospects into taking action. “Yacht Life” launched nationally as a :30 and could be seen everywhere from broadcast TV to online video and even elevator OOH units (to make you particularly mad on the way to and from work).

Social and digital channels also strategically leveraged the assets from the spot and we leveraged high-impact, full-page units in the New York Times and Wall Street Journal to have the dumb guy from high school appear across high-brow publications.

Since the spot’s launch last June, “Yacht Life” has garnered over 370.6 million impressions across general market TV, brand response TV, online video, and even elevator OOH units.