Goals and objectives
Danske Bank is one of Finland’s leading banking brands. In the new economic climate, with
growing costs of living and a looming, possible recession on the horizon, economical well-being was becoming a question mark for consumers and a big problem for banking. With consumers being less willing to make big moves financially, the need for banking services such as mortgages was in question. It was unsure how the target group would react in such an unstable situation.
For Danske Bank, this posed the question of how to present themselves as a capable partner in the search for financial peace of mind. The goal was to create a change and an epiphany in the target group’s mind about Danske Bank as an expert in financial peace of mind, equality (especially of the sexes) in wealth and a leading expert in investing.
Danske Bank wanted to make content, that captures the target group’s attention. The goal therefor was to make sure the message was clearly presented to potential customers, and increase the consideration of Danske Bank in regards to banking services. Danske Bank wanted to present itself as a bank for people who are interested in financial prosperity and becoming wealthier.