In response to the COVID-19 situation, we felt that Affinity could demonstrate one of their core values and live out their brand by letting the public and their members know that they’re here for them. During a time of financial uncertainty, we felt this was an important message for Affinity to share.
A limited budget, tight deadlines and COVID-19 restrictions presented some challenges in delivering a sincere and meaningful message.
Using primarily an iPhone video camera, we arranged for Affinity’s CEO, Mark Lane, to deliver a personal message. This was unscripted and in stark contrast to some of the messaging we were seeing from the large banks.
Affinity members in rural areas were also reached using print ads in community newspapers.
In addition to the video and print ads, we re-purposed an existing video that spoke to the role credit unions played in Saskatchewan during the financial hardships of the 1930s and assured members that Affinity would see them through these tough times as well.
We received an overwhelming positive reaction on social media with Affinity members, employees and the general public.