The challenge
Create the first-ever playlist experience designed to help users track and reflect on their spending habits.
Engage South Africa’s young adults by connecting financial awareness with music, making budgeting feel less like a chore and more like a vibe.
Strategy
We tapped into Spotify’s platform to deliver personalized playlists which updated in real time based on users’ spending behavior.
By using relatable, colloquial language, we connected authentically with South African young adults—making it fun and easy to show them their spending habits in real time.
Users were encouraged to improve their financial habits to unlock new playlist tiers—using music to motivate change
Results
90% questionnaire completion rate
Each playlist was updated an average of 18 times during the campaign
The success of the experience led the client to extend the campaign and boost media spend
The campaign was awarded a Smarties Bronze in the Customer Experience (CX)/User Experience (UX) & Design category
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