Updated: Sep 8, 2020
Klarna has launched a new brand campaign amid credit-score criticism.
Klarna has launched a new brand campaign, “KlarnaSense”, aimed at educating consumers about conscious shopping behaviour amid widespread criticism about the effect of their buy-now-pay-later service on customer credit scores.
The campaign is created by Forever Beta and features a TV ad that shows prospective shoppers as they fight the impulse to make an unreasonable purchase decision in a comedic way.
The ad is also accompanied by an online content hub that includes various educating and engaging materials such as quizzes, blog posts, guides as well as advice from some ordinary people from Klarna's community.
Directed by Greg Barth through Friends Electric, the campaign was initially aired on Channel 4 alongside affiliate partnerships with influencers across social media.
"The inspiration behind the campaign is really about allowing consumers to make the right choice at the right time and making responsible decisions, both with their spending and their shopping," AJ Coyne, Head of Consumer Marketing at Klarna | Source: Campaign
Behind KlarnaSense’s campaign concept is retail psychologist Kate Nightingale who has helped shape the idea of what Coyne called the “psychology of three" – "Do I love it?", "Will I use it?" and "Is it worth it?"
"The campaign for us is all about 'thinking thrice' to encourage consumers to make informed decisions...Frivolous spending does happen and different people are more prone to it, but the tools that the campaign is providing help them understand what shopper they are before they make a purchase." continued Coyne
Recently, Klarna also partnered with Highsnobiety for a raffle targeting sneaker heads.