E-LOAN Launches 'Radically Simple' Advertising and Branding Campaign
May 02 2005 - 8:00AM
PR Newswire (US)
E-LOAN Launches 'Radically Simple' Advertising and Branding
Campaign New Campaign Created by Merkley + Partners Reflects
E-LOAN's Pro-Consumer Values and Targets Consumers Who Are
Disenchanted With the Lending Process PLEASANTON, Calif., May 2
/PRNewswire-FirstCall/ -- E-LOAN(R) (NASDAQ:EELN), an online
consumer direct lender, today announced the launch of its new
advertising and branding campaign, and unveiled the company's new
tag line: "E-LOAN(R). Radically Simple(SM)." The campaign, created
by Merkley + Partners in New York, was inspired by E-LOAN's
pro-consumer values and the revolutionary ways in which the company
continues to improve the consumer lending experience. The
integrated campaign is designed to strike a chord with consumers
who are fed up with the lending industry's confusing and misleading
sales tactics. The Radically Simple(SM) campaign will appear on
local and national cable television, radio, online, and outdoor
billboards, and at select music and community events. "Chris Larsen
founded E-LOAN as a company destined to dramatically alter the
consumer lending process, believing that consumers deserved a
better, easier, more affordable way to get a loan," said Mark
Lefanowicz, Chief Executive Officer of E-LOAN. "In fact, E-LOAN was
built on the core belief that, in addition to getting good rates,
consumers have the right to be treated with respect and to be
confident that their lender is fair and honest. This new campaign
serves as a visual representation of what the company stands for
and what we believe consumers deserve." "When we first walked
through the doors at E-LOAN, we immediately understood that this
was a different type of company," said Andy Hirsch, Executive
Creative Director and Partner at Merkley + Partners. "This campaign
was created to capture the deep passion and respect the company has
for its customers. We also wanted to create stimulating visuals
that ignited a demand among consumers that would bolster E-LOAN's
efforts to alter the industry for the better." The spots portray
individuals in everyday situations who are frustrated by the
failure of traditional lenders to provide simple, open, honest and
value- oriented loans and services. By using words like "honesty,"
"fairness" and "respect," the ads make the case that lenders have
lost sight of consumers. One spot opens on an individual holding a
placard with the words "Honk. If you don't like getting ripped
off." while another focuses on a sign hanging from a half-finished
construction project that says, "Clap. If you deserve respect."
Both spots showcase the positive consumer response to these
messages to demonstrate how other lenders fail to live up to
consumer standards. Ultimately, the ads point to E-LOAN's basic
value proposition - a "Radically Simple(SM)" way to get a loan.
"This campaign is the physical embodiment of E-LOAN's core beliefs
that all consumers deserve to be treated in an open and honest
manner," said Catherine Muriel, Chief Marketing Officer of E-LOAN.
"That is why we were the first to let consumers view their credit
scores, why we refuse to incent our agents based on the rate of the
loan, why we charge no lender fees, and why we advocate strong
consumer financial privacy protection laws." About E-LOAN E-LOAN(R)
is an online consumer direct lender dedicated to providing
borrowers with a Radically Simple(SM) way to obtain mortgage, auto
and home equity loans. Since its launch in 1997, E-LOAN has drawn
upon its pro consumer values to improve the lending experience in
revolutionary ways. By eliminating the traditional incentive
structure to charge consumers higher rates, giving consumers free
access to credit scores and getting rid of lender fees, E-LOAN is
providing a uniquely open, fair and honest loan process. Protecting
consumers' financial privacy is also a paramount concern, prompting
E-LOAN to implement industry leading privacy practices and advocate
strong consumer financial privacy protection laws. Consumers have
recognized E- LOAN's trustworthiness and respect for customers. An
independent study conducted by TRUSTe and The Ponemon Institute
ranked E-LOAN as one of the top 20 most trusted companies for
privacy in America. E-LOAN was the highest ranked online financial
services company to make the top 20. In another independent study
by The Customer Respect Group, E-LOAN received the overall highest
rating in the Online Customer Respect Study of North America's
largest financial services firms. From inception through December
2004, E-LOAN has served over 300,000 customers and originated and
sold over $24 billion in consumer loans. E-LOAN is publicly traded
on the Nasdaq National Market under the symbol EELN. To find out
more about E-LOAN and its products and services, logon to
http://www.eloan.com/ or call 1-888-E-LOAN-22. About Merkley +
Partners Merkley + Partners (http://www.merkleyandpartners.com/) is
a leading full-service advertising agency. Founded in 1993, M+P has
more than a half billion dollars in billings and 255 employees.
Headquartered in New York City, clients include: Arby's, BMW
Motorcycles, Citigroup, Mercedes-Benz USA, Novartis, Pfizer, Smith
Barney and Tap Pharmaceuticals. M+P is a part of Omnicom Group Inc.
(NYSE:OMC). This news release contains forward-looking statements
based on current expectations that involve risks and uncertainties.
E-LOAN's actual results may differ from the results described in
the forward-looking statements. Factors that could cause actual
results to differ include, but are not limited to, general
conditions in the mortgage and auto industries, interest rate
fluctuations, and the impact of competitive products. These and
other risk factors are detailed in E-LOAN's periodic filings with
the Securities and Exchange Commission. E-LOAN Press Contact:
E-LOAN Press/Investor Contact: Laurie Azzano Tiffany Fox Cosmo
Public Relations E-LOAN, Public/Investor Relations 504-296-1349
925-847-6314 DATASOURCE: E-LOAN CONTACT: press, Laurie Azzano of
Cosmo Public Relations, +1-504-296-1349, or , for E-LOAN; or
press/investor, Tiffany Fox, Public/Investor Relations of E-LOAN,
+1-925-847-6314, or Web site: http://www.merkleyandpartners.com/
Web site: http://www.eloan.com/
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