EELN E-Loan (MM)

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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