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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/