Goals and objectives
After years of economic instability in Finland, many individuals found themselves under increasing financial pressure. Yet Finnish cultural norms have long discouraged open discussions about money, making personal financial struggles a source of shame and isolation. This silence often prevents people from seeking help, leading to worsening financial conditions and, in some cases, personal bankruptcy.
Säästöpankki, one of Finland’s leading banking institutions, recognised this challenge and set out to change the narrative. The bank aimed to break the money taboo by encouraging open conversations around personal finance. Their mission was to show that financial difficulties are more common than assumed - and, crucially, more solvable.
The campaign sought to position Säästöpankki as a compassionate and trustworthy partner who understands real-life financial challenges. By focusing on empathy and structured financial planning, the bank aimed to empower people to take control of their finances and build a more secure future. The overarching message was clear: financial struggles are not the end, but the beginning of a journey toward stability and hope.
KPI's
To measure the success of the campaign, Säästöpankki set ambitious yet realistic key performance indicators (KPIs), with a focus on ensuring the message reached the right audience:
- Targeted an average of 5.5 TRP among viewers aged 10–64
- Aimed for 50,000 average views per episode on Ruutu VOD
The campaign exceeded expectations:
- Achieved an average of 6.0 TRP in the target demographic
- Gained an average of 64,000 views per episode on Ruutu VOD
Overall, the campaign reached 1,926,000 individuals, covering 36% of the 4+ population in Finland. The audience was well-balanced, with 55.27% female and 44.73% male viewers, underscoring the campaign’s broad appeal.
The show’s success led to the commissioning of a second season, scheduled for release in fall 2025. Additionally, the campaign sparked widespread interest in financial literacy, as evidenced by the strong turnout at Säästöpankki’s nationwide Money Tour—a series of live events hosted by Raharemontti’s co-hosts, Joni Rintamaa (a Säästöpankki branch CEO) and Jaana Pelkonen (a popular TV presenter and former member of parliament).
Target audience
Geography: Finland
Demographics:
- Age: 25–44
- Gender: Male and Female
- Income: €20,000–€40,000 annually
Psychographics:
- Interests: Concerned about money and personal finances, potentially in debt
- Lifestyle: Working professionals
Strategy
In Finland, conversations about money are often avoided due to cultural norms that frame the topic as taboo. This silence can prevent individuals from seeking help, exacerbating financial issues. Säästöpankki identified this societal barrier as a key obstacle to improving financial well-being and sought to dismantle it.
The campaign was built on the insight that opening up conversations about money could empower people to take proactive steps toward financial health—steps Säästöpankki could support. However, banking and finance are often seen as dry topics, so the challenge was to make the message engaging and accessible.
To overcome this, the strategy centered on transforming financial education into entertainment. By merging factual content with storytelling, Säästöpankki aimed to reframe banking as something relatable and compelling. This approach aligned with the bank’s broader vision of being a supportive, solution-oriented partner in its clients’ financial journeys.
Rather than simply telling audiences that they cared, Säästöpankki demonstrated their commitment by actively helping individuals featured in the show. The campaign leveraged Total TV—a combination of linear and on-demand television—as the primary medium, ensuring maximum reach and impact. By focusing resources on high-quality, engaging content, the campaign aimed to spark nationwide conversations and shift cultural attitudes toward money.
Creative idea
To bring the strategy to life, the campaign adopted a proven TV format: “The Luxury Trap,” rebranded for Finland as Raharemontti (Money Makeover). Though popular internationally, the format was new to Finnish audiences, allowing it to be uniquely associated with Säästöpankki.
To ensure the bank’s message was deeply integrated into the content—not merely surface-level product placement—the show featured two hosts who combined credibility and charisma: Jaana Pelkonen, a beloved Finnish TV personality, and Joni Rintamaa, a Säästöpankki branch CEO. Behind the scenes, additional Säästöpankki experts provided real financial advice to the participants.
The show included visual branding elements such as the “money board,” which was used during financial planning segments and prominently featured the Säästöpankki logo. By embedding the brand into a compelling narrative, the campaign created content that audiences genuinely wanted to watch—an innovative move in an era when many consumers actively avoid advertising.
Channels
The campaign consisted of eight 40-minute episodes broadcast during prime time at 20:00 on Sanoma’s flagship channel, Nelonen. Additional reruns aired on lifestyle channels such as Jim (male-focused) and Liv (female-focused), with continued reruns planned due to the show’s popularity.
Each episode was accompanied by unskippable online idents placed in premium positions before the show. On linear TV, idents aired before, during, and after each episode to reinforce the brand’s involvement.
The full series was also made available on the Ruutu on-demand platform, where viewers could access all episodes and supplementary clips through a dedicated show hub.
Promotion spanned across Sanoma’s media network, including commercials and online visibility to build anticipation. Social media clips were shared via Nelonen’s Instagram account to extend reach and engagement.
Säästöpankki also activated its owned channels. A dedicated landing page on the bank’s website directed traffic to the Ruutu episodes. On Facebook and Instagram, the bank published content tied to each episode, featuring hosts like Joni and offering additional financial insights based on the week’s themes.
Learnings
The success of Raharemontti extended far beyond television, catalysing a national conversation about financial transparency. One of the most significant outcomes was the launch of Säästöpankki’s Money Tour—a series of live events aimed at improving financial literacy across Finland.
Hosted by Raharemontti’s co-hosts, Joni Rintamaa and Jaana Pelkonen, the tour brought the show’s themes into real-world settings. Their on-screen chemistry and credibility translated seamlessly to live audiences, drawing large crowds eager for practical financial advice.
By taking the campaign beyond media and into communities, Säästöpankki reinforced its role as a relatable and approachable financial partner. The tour demonstrated the bank’s willingness to engage directly with the public and underscored its commitment to empowering Finns to take control of their financial futures.