Standard Bank’s proactive Track Your Racks campaign, developed in partnership with The Up&Up Group’s integrated creative agency M+C Saatchi Abel, has not only continued to receive positive creative industry attention — most recently in being named a finalist by The One Show for Innovation in Radio and Audio — it also continues to influence how young South Africans engage with personal finance.

The innovative campaign, the first of its kind, leverages Spotify to produce personalised playlists to help users “hear” their financial status through music. We set out to increase personal finance engagement among young people, drive adoption of savings and budgeting tools, and grow product uptake.

We wanted to show young people that we understand them. And so, through this campaign and through a platform like Spotify, we are speaking to them in a language they love about a topic we are passionate about: supporting South Africans along their personal finance journeys.

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