Banking in the time of COVID-19.
In times of crisis, consumers look at how brands respond. That might be even more true for banks like Flagstar Bank, the fifth largest bank mortgage originator nationally and the third largest savings bank in the country. They are an essential business who must ensure they provide safe access to banking needs as well as relief options for those who need it.
Only a few months prior to the pandemic, C-K had launched a new campaign platform for Flagstar centered on the Human Interest Rate. With its people-centered message, it was also the perfect vehicle to address the bank’s COVID-19 measures and how it would work to help consumers.
As many areas in the country began to issue shelter-in-place orders, our teams were able to rework our creative and media to show how Flagstar was putting the power of the Human Interest Rate into action.
Just days after Flagstar’s home state of Michigan was ordered to shelter in place, we released new television and live-read radio letting customers know important safety measures in place, that banking services remained accessible, drive-through banking was open and mortgage relief was available.