Interestingly enough all of these financial institutions are getting a makeover, I guess its a good idea since the financial rebound is expected for upcoming year and now is a good time to solidify their brands going into this. Going into this I needed a second to digest this new brand but as soon as I saw their executions I have to say this is a winner. They really blew me away with those two new ads, giving the power back to the guy in charge of the bank book is fantastic. * But they better do one for a superwomen because I know many a mom are in control of bank statements out there and they’d be silly to just have a one gendered super hero. That all being said work like this makes me appreciate Mullen that much more, Great work guys/gals you really nailed this over the green monstah! Interactively I’ll have to add that other than a refresh and the viral campaign that was undertaken I am not really seeing that much of a difference under the hood for a lending tree site. That being said It’s still worth of merit that they created a super hero tool landing page that was decent.
“If you watched the morning news shows today you may have heard a familiar voice speaking about “men of ill repute,†“corporate mischief makers,†“a wave of financial tomfoolery†and a “downturn of diabolical proportions.†The voice you heard is Adam West who some of you know as Mayor West on Family Guy and others will recall as Batman in the original TV show. West is the voice of the brand new “You to the Rescue†campaign from LendingTree which marks the re-launch of this brand as a diversified financial services company. The campaign, created by Mullen, was previewed exclusively on Twitter and LendingTree.com on Friday before appearing on national TV today.
The integrated roll out includes the re-branded LendingTree.com site, a YoutotheRescue.com microsite (featuring a utility belt of free financial tools), new TV spots, radio, email, mobile applications, viral web elements, as well as a branded presence on Twitter and Facebook.” As posted on Mullen’s Blog
Score Tally:
Identity (8/10) 
Comment: I dug the prior mark, this one works though conceptually Lending Tree is now the super hero’s tool to his financial world. Its slick.
Copy Writing (10/10)
Comment: Are you kidding copywriter you rocked… whoever you are.
Interactive (6/10)
Comment: This took the back seat in my opinion but there are elements that are well executed but I still think that homepage for lendingtree.com is a cluster… that really has too much information in one place on it.
Branding Overall ( 9/10)
Comment: You succeeded capturing my attention, and actually inspiring me to a product that is not all that popular. Well done.
