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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.

 
 
 

 Insight

Young people don’t seek out financial education, but they do engage with content that feels authentic, entertaining, and culturally relevant.

Instead of pushing financial advice through traditional advertising, the campaign needed to create something that felt real, organic, and worth their time—a piece of content that audiences would naturally listen to, watch, and share, just like any other entertainment.

Music and storytelling offered the perfect medium to deliver the message without interrupting—but rather enhancing—their daily content consumption.

 
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Idea

 

Young people don’t watch educational videos on social media—but they do watch and listen to artists. That’s why OP Financial Group partnered with Finland’s fastest-growing hip-hop artist, jambo, to deliver a financial literacy message in a way that felt authentic.

The result was ENEMMÄ ("MORE" in Finnish), a hip-hop track about money management, saving, and consumer culture. Rather than glorifying spending, jambo flipped the narrative—this time, the flex wasn’t about blowing money, but saving MORE.

To ensure the message felt like real entertainment—not an ad—ENEMMÄ was released as an official Spotify single and supported by a cinematic music video. The goal was to seamlessly integrate financial literacy into culture, making saving a story worth listening to and watching.

 
 

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 track evolved from an acapella version to a fully produced arrangement, illustrating how financial habits—like savings—grow over time.

 


Music Video

A high-quality, cinematic music video was produced for ENEMMÄ, serving as the hero content of the campaign. Instead of traditional ads, the video was promoted as a real music release, ensuring it reached audiences in an authentic way—not as a commercial, but as a piece of culture.


 
 

Content That Engages, Not Interrupts

To amplify reach, the campaign extended beyond music streaming platforms.

On TikTok, Instagram, and Snapchat, short-form content inspired by the song’s themes encouraged young people to reflect on their own spending habits. Influencers engaged in spending vs. saving challenges, showing relatable, real-life financial decisions. Interactive AR filters and participatory content allowed audiences to engage with the financial themes in a fun, social-first way. 

The message wasn’t just told—it was experienced across multiple content formats, each one designed for active engagement rather than passive consumption.

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Watch the case film

 
 

Results

By making financial education feel like entertainment, the campaign proved that branded content can be something people want to spend time with—not something they avoid.

 

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:

+17% increase in brand preference

+33% increase in recommendation

 
 
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