LendingTree's "When Banks Compete, YouWin" Campaign Launched by Mullen Agency.

Business Editors

CHARLOTTE, N.C.--(BUSINESS WIRE)--Feb. 28, 2000

LendingTree, Inc. (NASDAQ: TREE) recently introduced its first advertising campaign with the unique brand positioning - "When Banks Compete, You Win." The advertising idea of "turning the

LendingTree, the Internet-based loan marketplace for consumers and lenders, enables the consumer to apply for mortgages, home equity loans, car loans, personal loans, and credit cards by filling out one simple form online at the LendingTree Web site (www.lendingtree.com). Within 24 hours, qualified applicants receive up to four competitive loan offers and choose the one that is best for them.

"Unlike a lot of other dot com advertising, our campaign is based on extensive due diligence in consumer research and brand development," said Tom Reddin, chief marketing officer of LendingTree. "This platform provides us with the key messages necessary to communicate LendingTree's core benefit and focuses on both the functional and emotional benefits experienced by a consumer when the "tables are turned" and they become empowered in the lending process."

"It became very clear during our brand exploration that potential consumers really connected with the idea of controlling the lending process," said Chief Creative Officer Edward Boches. "With such strong consumer evidence, we focused on the concept of role reversal and developed creative scenarios that directly addressed the feeling of being in control when seeking a loan."

Our extensive research showed that the LendingTree advertising campaign resonated with consumers across every income bracket and loan scenario," added Boches.

LendingTree Redefines Lending

In order to emphasize LendingTree's revolutionary concept, various lending scenarios are presented with the consumer ultimately driving the process.

"While the various scenarios may appear extreme, we executed them realistically, and in fact, consumer interviews revealed that the scenarios are totally believable, " said Boches. "We reveal the bankers paying a house call to the consumer. Bankers wait in line for the consumer. The loan officer faces impending rejection."