Can Robots Take Over the Creative Industry?
Creatives, what would we do without them? Extremely talented individuals who possess a unique craft that is hard to recreate. But the ongoing debate surrounding AI vs humans in design…
Challenge
Being in the financial services sector naturally brings detractors and confusion about products, services and fees. It’s also not traditionally the most interesting sector. We wanted to change that.
Working closely with the Klarna team, we were briefed to devise and launch a bold, multi-channel campaign that would:
- Stand Klarna apart from traditional banking
- Increase awareness overall, awareness with key audiences and awareness ahead of competitors
- Counteract myths, dispel confusion and silence critics. Klarna’s pay later products are interest and fee free and allow you to snooze payments, providing a safer way to shop
- Showcase the benefits of Klarna products vs other financial services products, such as credit cards
↓
This Content Marketing Award winning campaign decidedly did not want your interest.
5%
Lift in awareness
6.8m
Social reach
41.9k
Clicks
536k
Engagements
Solution
We told the UK that we didn’t want their interest. Quickly turning-around creative across multiple paid and owned properties, we devised taglines like ‘no thanks, old banks’, ‘why pay the old way?’ and ‘this ad doesn’t want your interest’. This coupled with Klarna’s stand-out branding, helped deliver the message in a punchy, instantly accessible way across social, digital, print and outdoor.
We told the UK that we didn’t want their interest. Quickly turning-around creative across multiple paid and owned properties, we devised taglines like ‘no thanks, old banks’, ‘why pay the old way?’ and ‘this ad doesn’t want your interest’. This coupled with Klarna’s stand-out branding, helped deliver the message in a punchy, instantly accessible way across social, digital, print and outdoor.
Results
Telling people to pay us no interest really got them paying interest. The right kind. We over-delivered on all the KPIs, with just weeks from brief to launch.
Specifically, we delivered:
- An overall increase in awareness of 5% (measured via nationally representative surveys with Attest)
- Increased from 7th to 4th place overall for unprompted awareness for payment methods – placing ahead of all competitors
- 2.95m impacts from our Piccadilly Lights digi OOH
- 87% postive sentiment
- 140k impressions and 9k likes on just 3 organic meme posts on Instagram, helping get the message out beyond our existing consumer network
- Over-performance vs target of between 20% and 40% for paid social metrics, including 536.6k engagements, 25.4m impressions, 6.8m reach and 41.9k clicks.
As the campaign grew in scale and stature it transformed into something far more powerful than a quick, targeted, burst campaign and as you can see from the results, it achieved a significant shift in awareness of Klarna and our offering.