ABOUT

Concept:
Saving is the new flex
Finnish teens are facing rising debt, but traditional financial education wasn’t getting through. To cut through, OP Financial Group set out to reframe saving not as a restriction, but as a form of empowerment. The insight: teens don’t respond to lectures – they respond to culture.

With input from its newly formed Youth Group, OP partnered with breakout hip-hop artist jambo to launch ENEMMÄ (“More”) – a song that flips the typical narrative around money. Instead of glorifying spending, it celebrates the long-term power of saving. Released in three versions on Spotify, the track starts a cappella and builds to full production – a creative nod to compound interest and how value grows over time.

Execution:
The song and cinematic music video formed the core of the campaign – a hero piece of branded content designed for emotional connection and cultural relevance. The multi-phase release spanned music platforms and social media, with short-form content rolling out across TikTok, Instagram, Snapchat, and YouTube.

Rather than interrupt teens, the campaign invited them in: through interactive challenges, remix opportunities, and relatable storytelling that echoed their real financial pressures. The approach was youth-first, but brand-aligned – turning OP’s mission of promoting financial wellbeing into something engaging, meaningful, and cool.

Results:
ENEMMÄ proved that branded content can drive both cultural impact and business results:
- Debuted at #22 on Finland’s Top 50 Spotify chart
- 434,000+ Spotify streams
- 48,000+ YouTube views
- 18,000+ hours spent engaging with OP’s message
- 10M+ views across TikTok, Instagram, Snapchat, and Facebook
+17% increase in brand preference (target group)
+33% increase in likelihood to recommend OP (target group)