Why is this work relevant for Direct?

Klarna is the world’s leading ‘buy now, pay later’ service that helps make your shopping experience as smoooth as possible. In 2020 Klarna launched in Australia, a cluttered ‘buy now, pay later’ market. To encourage shoppers to try Klarna we needed every media channel to directly link to the app experience and get more than 50,000 new app downloads.

Background

Klarna is the world’s leading ‘buy now, pay later’ service that helps make your shopping experience as smooth as possible. In 2020 Klarna launched in Australia, a cluttered ‘buy now, pay later’ market. To encourage shoppers to try Klarna we needed every media channel to directly link to the app experience and get more than 50,000 new app downloads.

Describe the creative idea (30% of vote)

Klarna wanted to create the smoothest and most enticing shopping experience for their customers. When they entered the Australian market they wanted to ensure every touchpoint was an opportunity to experience the brand. We created Shopping Porn, censored everyday objects that invited users to scan them and remove the pixelation to unlock exclusive offers. Each pixelation was actually a unique QR code in disguise leading to individual shopping experiences.

Describe the strategy (20% of vote)

According to research, a good shopping experience can release the same levels of Dopamine as good sex. For our shopping savvy audience we wanted to create a campaign that would allow the Klarna shopping app to turn everyday shopping experiences into really, really good shopping experiences 😉. We turned more than 25 everyday items, from shoes to vacuum cleaners and even a barbeque, into shopping porn. Each item piece of censored shopping porn could be scanned and revealed exclusive offers in the Klarna app

Describe the execution (20% of vote)

TV commercials, billboards, social posts and even people became censored shopping porn with individual codes that linked to exclusive offers all across the country. The censored codes were updated in real-time releasing different offers as people unlocked them.

List the results (30% of vote)

More than 60,000 products were uncensored, leading to more than 140,000 new app downloads and ongoing shoppers (90,000 above target)