ENEMMÄ

From Bling to Budget—A New Rap Narrative

Debt among young people is rising, leading to personal financial struggles and significant societal costs. The challenge was to engage 15–19-year-olds in financial literacy and saving—on their terms, in a way that felt relevant and meaningful.

OP Financial Group’s core mission is to promote sustainable financial success and well-being. A thriving Finland depends on today’s youth—and future generations—taking an interest in financial matters.

To tackle this challenge, OP Financial Group formed its first-ever youth advisory group in fall 2023. Composed of twelve 15–19-year-olds from across Finland, the group explored what financial knowledge young people actually need, who they listen to, and how the topic could be made truly engaging.

Insight

Young people don’t respond to traditional financial education—they seek content that is engaging, immersive, and culturally relevant.

Conventional financial messaging doesn’t resonate with young audiences or reach them effectively. Financial literacy and saving must be communicated through cultural touchpoints that genuinely capture their attention—especially music.

Hip-hop has long shaped youth culture, influencing attitudes toward money, lifestyle, and success. However, the genre often glorifies spending. What if we flipped that narrative and made saving money sound as powerful as spending it?

Idea

Young people don’t watch educational videos on social media—but they do watch artists, often looking up to them. So, we partnered with Finland’s fastest-growing hip-hop artist, jambo, to connect with them in a way that felt real.

Highly active in the music scene, jambo has a genuine interest in financial topics—he even released a song called Nuori eläke ("Young Pension") before. His passion for the subject shaped the final result.

Together, we created the song ENEMMÄ ("MORE" in Finnish), tackling money management, saving, and consumer culture. The lyrics reflect on real spending habits and themes relevant to young people's daily lives—flipping hip-hop’s typical glorification of spending on its head.

This time, the flex wasn’t about spending—it was about saving MORE. Because saving early means achieving MORE later.

Execution

English translation of the lyrics

M-m-more (Whoa), more (Whoa)
More (Whoa), more
I want more (Whoa)
More (Whoa), more, yeah

More than ever
We were more than ever
Money makes money
I hear the clinking, I hear the rustling
I like to cash out
Can't afford, can't afford to complain

A milli on my mind, my very own world
I'm handling bank stuff bro
How'd I end up such a dad?
They talk compound interest to me
I don't get it at all
Bought you red-bottom heels
But I'm wondering why I spend it all right now
I could let a little stash pile up
Had a wake-up call that this might not last forever baby
Rome wasn't built in a week
But I swear it'll rise from my small change baby

Eh, I want more
I wanna spend my summers out at sea with my fam
Or something like that, you feel me?
I want more
The one with the least worries lives the biggest

M-m-more (Whoa), more (Whoa)
More (Whoa), more
I want more (Whoa)
More (Whoa), more, yeah

More than ever
We were more than ever
Money makes money, I hear the clinking
I hear the rustling
I like to cash out
Can't afford, can't afford to complain

The Song

ENEMMÄ was released on Spotify as jambo’s official single, presented as a three-track EP. The song evolved from an acapella version to a fully produced arrangement, illustrating the benefits of saving—just like compound interest grows over time.

The production process itself reinforced the message: starting with a raw, stripped-down vocal and gradually building into a powerful, complete track. This audio journey mirrored how small savings can grow into something much greater.

Music Video

To bring the message to life visually, a high-quality music video was produced for ENEMMÄ. The concept was carefully crafted to reflect the song’s themes of smart financial choices and long-term rewards.

The video served as the hero content for the entire campaign, appearing across digital platforms and streaming services. Rather than a traditional commercial, the video was designed to stand on its own as a credible music release, strengthening jambo’s artistic identity while embedding the financial literacy message seamlessly into culture.

Amplification

To maximize the song’s reach, ENEMMÄ was promoted through streaming platforms, playlists, and digital advertising. Rather than relying on traditional campaign formats, the music was allowed to organically integrate into listeners' daily habits, ensuring the message was experienced naturally rather than as a financial lesson.

Additionally, jambo’s involvement in media interviews and editorial content helped further embed the financial conversation within music culture. The campaign blurred the line between branded content and authentic artistry, making financial literacy a part of the cultural conversation rather than a separate, forced initiative.

Social Media & Engagement

Beyond music platforms, the campaign extended to TikTok and Instagram, where jambo led additional activations. Interactive content—including financial term explanations via AR filters and spending vs. saving challenges—helped reinforce the song’s message in a light and relatable way. Other influencers joined the conversation, further amplifying reach and engagement.

Watch the case study film

Results

The campaign received widespread positive attention and proved that financial literacy can be engaging, relevant, and culturally impactful.

ENEMMÄ debuted at #22 on Finland’s Top 50 chart

An exceptional achievement for a commercial collaboration.

434,000+ Spotify streams

making it one of jambo’s most-played songs.

48,000+ YouTube views

on the music video.

18,000+ hours spent engaging with OP’s message

Equal to more than two years of continuous viewing.

10+ million views

on campaign content across TikTok, Snapchat, Instagram, and Facebook.

Most importantly, the campaign drove real brand impact among the target group: