Batman, Mayor West and LendingTree

July 19, 2009 MullenLowe

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 on Friday before appearing on national TV today.

The integrated roll out includes the re-branded site, a 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.

LendingTree has expanded its offerings from mortgage and real estate products to a broader range of financial services, helping give customers more control and transparency in every stage of their financial decision making process. The new free online tools include customer ratings and reviews and other community-based services.

LendingTree has always been a brand about empowering people and turning the tables on the process to help give customers the upper hand. The “You to the Rescue” campaign is a manifestation of the new, broader brand promise as explained by CMO Darren Beck in this Ad Age story and this piece from Tech Crunch.

The new campaign marks a 10 year milestone for the partnership between LendingTree and Mullen: in 1999 we launched the brand with the “When Banks Compete You Win” campaign. Now 10 years later, LendingTree has continued to evolve and innovate itself, and we’re excited to be a part of the brand re-launch campaign.