Klarna, the leading global payments and shopping service, has launched a new campaign playfully setting the record straight by inviting UK consumers to discover the truth about the brand with famous Spanish artist Ignasi Monreal.
With over 14m consumers in the UK, and 13k retailers, Klarna is the leading buy now pay later provider in the UK, however, in the past few years – the brand has seen a rise in the number of misconceptions. Taking a bold and unapologetic approach to the critics, skeptics and curious – Klarna answers some of the questions on everything from their brand, average age and even the company name.
To discover the truth, Klarna has partnered with Ignasi Monreal, famous for his collaborations with Gucci, Vogue and Netflix. Ignasi is a renowned contemporary artist who has been commissioned to create a series of seven pieces of artwork – each based upon a misconception seen online or in the media. The paintings, digitally designed by Ignasi in his studio in Rome, are a mix of classical and contemporary for a 21st Century renaissance feel.
Klarna invites you to enter the mythical world online where you can play a mythbuster challenge or by visiting the murals located in cities around the UK (London, Manchester, Liverpool and Birmingham).
In Liverpool, consumers can visit the mural in Bold Street, where they can scan the QR code within the painting to discover detailed instructions on how to scan a QR code and unlock exclusive digital content. Once scanned on a smartphone camera, consumers are directed to a digital gallery and are virtually immersed into the paintings. For each artwork, a Mythbuster challenge is posed and the answers are hidden within the visuals inside of the painting. Consumers who take part in the game have the chance to win one of four fantastic prizes.
Prizes on offer are designed to align with the myths, including a Design Classics bundle, a Weekend stay at Claridges and a £10,000 donation to the hygiene poverty charity, Beauty Banks in the winner’s name.
David Sandstrom, Chief Marketing Officer commented:
“At Klarna we do things differently, and sometimes that means that there are misconceptions about our brand. I’m excited to invite everyone to discover the truth, and have a laugh along the way at some of the amusing misconceptions we’ve spotted over the last 16 years.
Just because we are pink, add an extra ‘o’ into smoooth and market to consumers the same as other consumer brands, we are no less serious about the real world problems we are solving and we are committed to delivering the best way to shop, bank and pay for our 14m UK consumers.”
