Klarna Sets the Record Straight with New Interactive Campaign with Renowned Artist Ignasi Monreal
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 London, consumers can visit the mural in Shoreditch or Notting Hill where they can scan the QR code within the painting. 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.
AJ Coyne, Head of Marketing Klarna commented “Transparency is everything to us at Klarna and for too long misconceptions have existed about our brand, so we decided the best way to address this was head-on and invite consumers to discover the truth.
Given the ridiculous nature of the myths, we decided to create some epic mythical paintings and display them proudly across the UK. That said, a traditional media approach is not sufficient to change behavior, so instead, we’re inviting consumers to debunk in real-time via our interactive experience and discover the truth for themselves.”
Neda Shadanlou, Creative Director, Motel “Klarna is misunderstood. To help people see the truth, just telling them in a traditional comms campaign wasn’t going to cut it. We decided to invite them into the world of myths to seek the facts themselves. And of course, that meant we needed some fantastic paintings.”