Show 2. maj 2025
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October 10, 2021
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The Parental Leave Mortgage
NORD DDB
for
Nordea
Kategori :
Type :
andet
Show 2. maj 2025
October 10, 2021
NORD DDB
for
Nordea
Kategori :
Type :
andet
Finland’s parental leave policies are among the world’s most progressive, yet financial constraints prevent fathers from taking their full leave, reinforcing outdated gender roles and putting women at a long-term financial disadvantage. Currently, 88% of all parental leave days are taken by women, and 1 in 5 fathers don’t take any leave at all. This imbalance isn’t just a cultural issue—it’s an economic one, where household finances often dictate family decisions more than policy does. Recognizing this societal challenge, Nordea sought to create a tangible, value-driven solution that would not only support its customers but also differentiate the brand within the financial sector.
The Parental Leave Mortgage was conceived as a digital-first service integrated into Nordea’s existing banking ecosystem. Rather than a traditional marketing campaign, the strategy centered around leveraging Nordea’s digital platforms to create a real financial solution, directly embedded in customers’ financial decision-making journeys. The goal was to provide immediate and seamless access to the feature at the precise moments when financial planning occurs—within online banking, apps, and direct communications.
Beyond addressing a financial barrier, the initiative was a direct expression of Nordea’s responsibility strategy, rooted in the Nordic Idea—the belief that progress, equality, and innovation create a better tomorrow. The very name Nordea (Nordic + Idea) reflects this mindset, and the Parental Leave Mortgage embodied it by turning financial services into a force for gender equality and social change.
This approach aligned with Nordea’s broader digital transformation strategy, reinforcing its position as an innovative and customer-centric financial institution. By making the mortgage pause feature a core part of its digital banking services, Nordea enhanced its value proposition, demonstrating that banking can drive societal progress while simultaneously strengthening customer relationships.
The Parental Leave Mortgage was a first-of-its-kind product in Finland, redefining how banks support young families. While Finland offers generous parental leave policies, financial constraints—especially mortgage payments—often force families to make tough choices, with fathers frequently skipping their share of leave. No other bank had addressed this issue before. We saw an opportunity to provide real value by integrating a financial solution directly into Nordea’s services, allowing parents to pause their mortgage payments during leave at no extra cost.
This was more than just a financial product—it was a piece of communication in itself. Instead of treating parental leave as an individual challenge, Nordea turned it into a shared financial responsibility between families and their bank. The feature was designed to support both existing and potential customers, making Nordea the go-to bank for young families planning their future. By offering a real, structural solution to a widespread problem, the initiative reinforced Nordea’s position as an innovator in family-focused banking.
To introduce the Parental Leave Mortgage, Nordea bypassed traditional marketing and instead launched the feature through earned media and PR, ensuring it reached the right audience with maximum credibility. The approach positioned Nordea as a leader in financial innovation, driving conversation not just within banking, but in society at large. The feature was covered by major Finnish media outlets, sparking national discussion on the financial realities of parental leave.
By launching a digital-first financial solution through PR rather than advertising, Nordea proved that true innovation doesn’t need a big media budget—it just needs to solve a real problem. The Parental Leave Mortgage set a new industry standard, showing that banks can do more than manage money—they can empower life’s biggest decisions.
The Parental Leave Mortgage had an immediate and measurable impact, both in terms of user engagement and societal change:
· 10,000 inquiries in the first week, demonstrating overwhelming interest and demand.
· Thousands of families applied within the first four months, demonstrating strong adoption of the service (we can't disclose the exact number due to business confidentiality).
· Families saved an average of €460 per month, directly easing financial pressure and helping them split their leave more evenly.
Beyond direct adoption, the initiative significantly enhanced Nordea’s brand perception:
"Cares about customers" +200%
"Positive effect on society" +180%
"Innovative" +150%
"Responsible" +50%
The earned media reach of 8.5 million people—1.5 times Finland’s population—further amplified the campaign’s influence, positioning Nordea as a financial leader that drives meaningful change.
Long-term, the initiative is expected to contribute to a cultural shift in Finland, normalizing shared parental leave and challenging traditional gender roles. By integrating this feature into its core banking services, Nordea has not only driven short-term engagement but also laid the foundation for lasting societal impact—proving that banking innovation can extend beyond finance and into social progress.
Danish Digital Award hylder de bedste digitale projekter
