E-Loan Inc. of Pleasanton, Calif., launched a new advertising and branding campaign Monday and unveiled a new tag line: "E-Loan: Radically Simple."
The campaign, which will cost $58 million, emphasizes pro-consumer values and is meant to appeal to customers who are disenchanted with the lending process, the online lender said.
By using words like "dignity," "fairness," and "respect," E-Loan said, it is making the case that lenders have lost sight of consumers.
The "Radically Simple" campaign, designed by Merkley & Partners of New York, will run on television, radio, the Web, and billboards.
