Flagstar Bank

DOES YOUR BANKER FIND JOY IN THE ART OF BANKING?

THE BANK NEEDED A NEW MOTIVATION AND A BRAND

Banking had lost its art. The joy was gone.

In our research, we discovered the top 15% of banking customers represented 85% of the bank deposits. But, when we spoke with those customers, they explained that they miss the personal relationships they used to have with a bank. Mergers, change of leadership and lack of creativity to solve their unique financial needs had put them in a mood to change banks.

RESEARCH REVEALED THE OPPORTUNITY

WE USED SCIENCE TO BRING BACK THE ART

The creative campaign

After discovery sessions with internal stakeholders, several hypothesis strategies emerged for the brand. We narrowed the options through a series of focus groups and matched pair analysis studies, using animatics and adlobs:

Concept 1:

One of the ideas tested was: “Life Together.” The focus was on a bank taking a personal interest in the success of the customer - financing life’s most important moments:

Concept 2:

The second concept tested was "Craft Bank."The alternate concept focused on custom solutions and offers from a personalized experience.

THE BRAND EMERGED

Findings:

“Life Together” focused heavily on the life-long connection our customer hoped to have with their bank. “Craft Bank” focused on the care and precision that Flagstar employees crafted into their financial solutions for its most special customers.

In tests, both campaign concepts more than doubled the impact of the existing campaign.

“Craft Bank” was chosen for its ability to differentiate amongst the many competitive banks’. Importantly, “Craft Banking” most connected with the 15% of the population that held 85% of bank deposits.

While the Life Together concept drove a higher level of interest, it was viewed as a brand position offered by many banks in the marketplace. However, the Craft Bank concept was viewed as a brand position that none of the large, out of town banks could fulfill. Only a Michigan-made, medium or small bank brand could deliver on such a promise.

The Brand Profile:

The profile was developed to express the message to each audience including the B2B customers who would be key to the campaign’s success.

The final brand profile was implemented for the campaign that would lead Flagstar Bank into it's role as a leading bank for custom solutions in Michigan.

Services Completed:

LET'S 
WORK.

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