9: INTEGRATED (Integrated)

Shop like a Queen - Payment and shopping services - Klarna JPG
Shop like a Queen - Payment and shopping services - Klarna MP4 2m:00s

Shop like a Queen - Klarna
Payment and shopping services

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Shop like a Queen - Klarna - Payment and shopping services

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Title of Entry: Shop like a Queen
Brand: Klarna
Product/Service: Payment and shopping services
Client: Klarna
Entrant Company: River
Creative Agency: River
Judging URL: https://vimeo.com/360785632
Sector: 38269
Date of Release: 2019-05-25
Notes: BACKGROUND The shopping service Klarna, Europe’s leading fintech brand, knew that it had to go off the beaten track when launching to the US consumers. It just couldn’t afford following the bank category norm or being bland or boring. Ever. INSIGHT Cue the queens. The American drag queen culture, centered around RuPaul’s Drag Race, is an explosive pop cultural movement where shopping and consumption hold a pivotal role and is celebrated rather than shunned. Perfect for Klarna, isn’t it? Also, Klarna’s distinct tonality and looks synced seamlessly with the drag queen expression, sharing a colorful and quirky playfulness. CONCEPT Cue Shop like a queen. In a society where business owners reserve the right to refuse service to anyone, Klarna proudly reserves the right to grant it. In any store, anywhere. You do you. We don’t judge. Get smoooth. Shop like a queen. CAMPAIGN The campaign was built around five key figures from the RuPaul universe. Aquaria, Asia O’Hara, Kim Chi, Naomi Smalls and Violet Chachki. It was built around joy, creativity and playfulness and visually we used a “backstage theme”, a romantic glimpse into the queens’ world behind the scenes. In the first stage of the campaign, a month long, the five and our other collaborating queens would use the Klarna shopping app to create their own outfits, a central theme of the RuPaul Drag Race mechanics, demonstrating the app’s smooth features and benefits. Pay in four, price drop notifications, wish lists, easy returns et cetera. A process that peaked in New York during World Pride where they revealed their creations on stage, sparking the second phase of the campaign – now more focused on paid ad space - with photos and films featuring the queens flaunting their creations in a dramatized backstage world. "Youtube show, Shop like a Queen" , 4 episodes https://www.youtube.com/watch?v=_vCpgt3sE70 https://www.youtube.com/watch?v=D_KQqo8UN6I https://www.youtube.com/watch?v=8b6oVadYhFo https://www.youtube.com/watch?v=nyeW1g_w0nY IMPACT In the end, Klarna became more than a mere bank with a commercial message, it became a a current topic, pop cultural phenomenon extensively praised from both within and outside the drag community. RESULTS 387 485 017 impressions <1 US cent CPI 573 835 app downloads 100 000 active shoppers 487% increase in organic search 8% increased awareness 8% increased consideration 7% increased purchase intent 55% increase in positive attitude among the ones that recognize Klarna
Other Credits: River
Other Credits: HL Group
Other Credits: Voss Events
Other Credits: Link Production