ENEMMÄ
Branded Content That Pays Off—Literally
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.
However, traditional financial messaging doesn’t work for young audiences. Ads are skipped, lectures are ignored—but music, culture, and entertainment capture attention. The goal was to make saving money something young people wanted to engage with, rather than something they felt they had to learn.