AppOnline.com Launches National Ad Campaign

Internet mortgage banker AppOnline.com Inc. has launched its first national print advertising campaign.

The humorous, offbeat campaign developed by Benenson Janson underscores AppOnline.com’s personal approach and mortgage experience with the tagline “real bank, real mortgages, real personal,” in contrast to other mortgage brokers.

Spending was not disclosed.

“Watch out for mortgage brokers spinning tall tales,” says the first ad. “With this launch campaign, we’re focusing on the slimy element that creates fear and apprehension in the mortgage process,” said Benenson Janson Executive Creative Director and Co-Chairman Andrew Janson.

“Our creative approach pokes fun at these fears and sinister elements, while focusing on the real, respectable Apponline.com brand.

“The new advertisements communicate that we are an established, reputable mortgage banker with the know-how and personal service that have traditionally been associated with a bricks and mortar mortgage banker,” said Ed Capuano, CEO of AppOnline.com.

The four-color, two-page spread campaign is scheduled to appear in Talk, Madison, Business Week, Fortune, Kiplinger’s Personal Finance, Money, Business 2.0, Entrepreneur, Mutual Funds, and Your Company.

AppOnline.com will launch its television advertising campaign on cable networks in January 2000. The campaign also includes spot radio and billboard advertisements throughout the New York metropolitan area.

Benenson Janson clients include the Planned Parenthood Federation of America, Alfy.com and Beverly Clark.