Klarna | Why Pay Interest

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.

Working closely with the Klarna team, we were briefed to devise and launch a bold, multi-channel campaign that would:

Of course there was a long lead time to get things going… Only joking – the campaign was to launch immediately. Most campaigns want to grab your interest.

This Content Marketing Award winning campaign decidedly did not want your interest.

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. Additional hero elements included:
  • Digi OOH at London Piccadilly Lights – designed, delivered and live in a just few days
  • Wraps and ads in publications including the Evening Standard, The Telegraph, Grazia and TimeOut
  • Using consumer input in creative elements, to show the hype wasn’t just by and for ourselves
  • Using location specific cultural references for OOH featuring ‘Buy now, pay later customers in the UK saved £76 million in interest charges last year’ messaging. This included ‘that’s enough to buy Liverpool a new centre back pairing’ (Liverpool) or ‘that’d buy 19,587,628 pints of cider’ (Bristol)
  • Using trending memes with Klarna specific messaging. For example, the huge success of the England team in the Euros gave the chance to drop classics like ‘Extra time. No Penalties’ (in reference to Klarna’s snooze payment function) during game play. We also used the Southgate / Kane hugging meme format with Kane tagged as ‘Klarna’ and Southgate tagged as ‘Shoppers who don’t want to pay interest’, delivering product benefits in an engaging way.

 

5% Lift in awareness
6.8m Social reach
41.9k Clicks
536k Engagements

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:

 

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.

Mark Godfrey, Head of B2C Marketing Klarna UK

Thoughts