Danske Bank launching revolutionary products with instant success

Overview

Danske Bank wanted to be first and win a highly attractive customer segment. To do so, Danske Bank partnered up with UserTribe to fast-track their marketing development by integrating the voice of customers accurately in the process – all with the aim of hitting the market right with maximum impact.

Overview

Danske Bank wanted to be first and win a highly attractive customer segment. To do so, Danske Bank partnered up with UserTribe to fast-track their marketing development by integrating the voice of customers accurately in the process – all with the aim of hitting the market right with maximum impact.

When we were planning the advertisement campaign for June, we wanted a deeper understanding of what the customers were expecting and their perception of investment robots.
Dorthe Krogh Jensen, Head of Brand Experience & Marketing at Danske Bank

Business Objective

UserTribe and Danske Bank share the same belief. When you want to be the key players in global competition there is no room for errors. The easiest mistake to make is when you forget the human behind the customer.

One of the great challenges when introducing a new product is to ensure a powerful marketing campaign. Danske Bank’s aim with June was to take out the complexity of investing your money and thereby making it available to the broader majority of people. Giving them the opportunity to get a positive return on their savings.

It’s no longer an opportunity only for professionals but also for John and Jane who don’t want to have a sleeping private saving.

In consequence, the central business objective for these studies was to gain deep, rich human insights to develop a winning marketing campaign in order for June to secure awareness, positioning, app download and usage.

The participants for the studies were a broad B2C containing current and non-customers of Danske Bank.

Business Objective

UserTribe and Danske Bank share the same belief. When you want to be the key players in global competition there is no room for errors. The easiest mistake to make is when you forget the human behind the customer.

One of the great challenges when introducing a new product is to ensure a powerful marketing campaign. Danske Bank’s aim with June was to take out the complexity of investing your money and thereby making it available to the broader majority of people. Giving them the opportunity to get a positive return on their savings.

It’s no longer an opportunity only for professionals but also for John and Jane who don’t want to have a sleeping private saving.

In consequence, the central business objective for these studies was to gain deep, rich human insights to develop a winning marketing campaign in order for June to secure awareness, positioning, app download and usage.

The participants for the studies were a broad B2C containing current and non-customers of Danske Bank.

Solution

Right from the start, it was clear to Danske Bank and UserTribe that the best solution was to involve potential customers across the process in the making of the marketing campaign for June. That meant taking a design thinking approach and involving customers iteratively in the development.

UserTribe suggested a three-stage customer-centric process:

  1. Campaign idea test
    Testing the initial marketing idea before the campaign went live.
  2. Final campaign test
    Danske Bank took the insights from the first study and adjusted the campaign as well as the persona. Danske Bank now knew the humans behind the customers and was ready to bulletproof the final taglines and campaign.
  3. Market adaptation test
    With the insights from the Danish market, Danske Bank could, later on, apply it within the Swedish market and cover cultural differences.

The methodology for all the studies was characterised by a high level of customer involvement. Each study covered, in detail; the understanding of taglines, on- and offline campaign materials and the campaign as a whole.

It was essential for us to get credible and authentic reactions to different ways of presenting our message. The way to do so was to design a customer-centric campaign development process.
Dorthe Krogh Jensen, Head of Brand Experience & Marketing at Danske Bank

Result

When you partner up with UserTribe you shorten your campaign delivery time dramatically. And the evidence is clear in the results for Danske Bank. After three customer-centric testing studies, the bank could celebrate a successful campaign with proven documentation of the changes.

Today, after the launch, June is the most used investment robot in Denmark and now has more than 20,000 investors*

One of the central insights Danske Bank gained was the perception of June. The initial persona was a young, fresh and sassy representation of June. However, after the first study, the participants perceived this persona as untrustworthy with a lack of credibility.

After the final test, Danske Bank could go live in Denmark and Sweden with a reputable, young jet messaging to their target group.

* References
Finans.dk | 2019, June statistics | December 2018

Result

When you partner up with UserTribe you shorten your campaign delivery time dramatically. And the evidence is clear in the results for Danske Bank. After three customer-centric testing studies, the bank could celebrate a successful campaign with proven documentation of the changes.

Today, after the launch, June is the most used investment robot in Denmark and now has more than 20,000 investors*

One of the central insights Danske Bank gained was the perception of June. The initial persona was a young, fresh and sassy representation of June. However, after the first study, the participants perceived this persona as untrustworthy with a lack of credibility.

After the final test, Danske Bank could go live in Denmark and Sweden with a reputable, young jet messaging to their target group.

* References
Finans.dk | 2019, June statistics | December 2018

Danske Bank

Danske Bank is a Nordic bank with strong local roots and bridges to the rest of the world. For more than 145 years, they have helped people and businesses in the Nordics realise their ambitions and build a solid financial foundation.

22.582
employees
3.3
million personal and business customers
199
branches
12
countries, helping customers worldwide
  • Climate
    Climate, investing DKK 100 billion in sustainable financing solutions by 2023.
  • Entrepreneurship
    Entrepreneurship, to support and aid 10.000 entrepreneurs with advice, recruitment and network by 2023.
  • Diversity & inclusion
    Diversity & inclusion, increasing the share of women in senior leadership positions by 35% by 2023.
  • Environment
    Environmental footprint, reduce its own CO2 emissions by 75 per cent until 2023.
  • Financial literacy
    Financial literacy, support two million people, children and parents with financial literacy tools and expertise.

Michael Mortensen, VP of Business Development

+45 77 34 86 85
mim@usertribe.com

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