OP Group It’s never too early to start saving – Säästämällä #enemmä
Rising youth debt demands new approaches
Young people are facing increasing levels of debt, leading to serious long-term challenges – from personal financial hardship to significant societal costs. As Finland’s largest financial group, OP’s mission is to promote long-term financial wellbeing, also for future generations.
The goal was to make 15–19-year-olds genuinely interested in financial skills and saving. But traditional messaging wasn’t getting through.
Turning financial skills into culture
Young audiences don’t respond to lectures or conventional campaigns. But they do engage with culture: music, entertainment, and social media. In fall 2023, OP formed its first-ever Youth Group: twelve teenagers from across Finland who helped explore how financial topics could be made truly relevant. The idea of an artist collaboration emerged directly from this group.
Saving is the new flex
To bring the message to life, OP partnered with jambo, one of Finland’s fastest-rising hip-hop artists with a strong following in the channels young people actually use.
The collaboration resulted in ENEMMÄ (“More” in Finnish), a song that flips the narrative around money. Instead of glorifying spending, it celebrates saving – and how it can lead to more in the future.
The track was released as an official Spotify single in three versions: starting from an a cappella and gradually growing into a full production. This creative concept mirrored the idea of compound interest and how saving builds up over time.
One piece of content, multiple touchpoints
The song and cinematic music video formed the campaign’s supercontent: a hero asset that carried the message across all phases and platforms. From music streaming to social media activations, all materials stemmed from this core content.
On TikTok, Instagram, and Snapchat, short-form content inspired by the themes of the song activated young audiences to reflect on their spending habits and take part in interactive challenges. The campaign was designed for engagement, not interruption.
Content that connects – and performs
ENEMMÄ proved that branded content can be relevant, cultural, and effective – especially when it doesn’t feel like an ad.
