Puzzle

London

Klarna UK: 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: 

  • 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.

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 campaign decidedly did not want your interest.

Solution

Keeping brand synergy strong was key for success. 

Riffing on one of Klarna’s pay later product benefits - no interest - we did the opposite of most campaigns, and told people we didn’t want their interest. We knew this would help the message hit home.

We quickly turned-around creative across multiple paid and owned properties. Creative taglines like ‘no thanks, old banks’, ‘why pay the old way?’ and ‘this ad doesn’t want your interest’ coupled with Klarna’s quirky 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) 
  • Jumping on 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.

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

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 nat rep surveys with Attest) 
  • Increase in female audience awareness of 8% and male audience awareness of 3% 
  • A bump up three places to 4th place overall for unprompted awareness - placing ahead of all competitors 
  • 2.95m impacts from our Piccadilly Lights digi OOH 
  • Overwhelmingly supportive messages on social from our consumer network, highlighting and reinforcing exactly what we were doing with the campaign (for example, people sharing the reasons they use Klarna and how the products benefit them) 
  • 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.

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Why Pay Interest?

Being a fintech disruptor brand, Klarna stands apart from traditional banking. We do things differently and we want people to know it. Most campaigns want to grab your interest. This campaign decidedly did not want your interest…

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