Does money make you happy? Well, a life without money or with a messy private economy is at least a guarantee of stress. Good financial habits start in childhood, but many Danish parents struggle to find the right way to talk to their kids about money, which is increasingly intangible and digitalized. With Pengeskyen (the Money Cloud), Danske Bank launched a learning platform targeted at Danish parents to encourage them to teach their kids about healthy money habits.
Danske Bank has worked with this agenda for many years – back when they launched their first iconic piggy bank, or piggy penguin, Pondus, more than 50 years ago. But many things have changed since then. Today, money is digital, which makes it even harder for kids to understand when there is a minus in the bank account or why a smartphone costs more than a refrigerator. The purpose of the effort was thus to create and build knowledge of the content hub Pengeskyen (the Money Cloud) - a website created specifically for parents, full of great advice, learning and inspiration. The effort was part of Danske Bank's general trust-building effort.
Kids don’t hear what you say. They do what you do. And the best way to learn about good money habits is in the everyday life.
At first, we had to show the parents that their kids' money habits were not as good as they thought. The effort was built around one essential insight: most parents believe they have raised their children just right. As a bank (or any other company), it isn't easy to interfere with child-rearing.
So, we used nostalgia to awaken parents’ curiosity, and we built a customer journey based on them, not the bank. The effort consisted of three steps with three basic emotions: ‘aha’, ‘oh’ and 'yay’. We turned up the seriousness and brand exposure in each step just a bit, but we kept the content interesting so parents would actively choose to use it.
In this phase, we created three content pieces that are six minutes long. The films, hosted by Signe Lindqvist, were based on a nostalgic universe, where children and parents quizzed and challenged each other on their knowledge and understanding of money.
Through a series of expert films, we put words on the dynamics and challenges parents typically face in teaching kids about good money habits. We combined these insights with specific examples and advice.
Finally, we led the parents to Pengeskyen.dk, a content universe full of cases, inspiration, games and exercises, which parents can implement at home.