WARNING: The following campaign for Klarna via Thinkerbell has been labelled K-Rated for shopping pleasure
Research shows that the pleasure we get from a good shopping experience is akin to how we feel after sex – both actions triggering a release of Dopamine. The latest brand campaign from Swedish shopping app, Klarna and creative agency Thinkerbell, lets consumers feel the pleasure of hitting the ‘buy now’ button, as we head into peak retail season.
Widely recognised as a leader in innovation and for its seamless shopping experience, Klarna is also known for disruptive and creative campaigns that challenge norms and expectations.
Now live, Klarna’s K-Rated campaign delivers a series of scannable pixelated images which provide consumers with the tools they need to be inspired and shop smarter in the lead-up to the festive season. An interactive TV commercial will urge shoppers to scan the ‘censored’ codes to unlock exclusive deals directly from their TV screen.
Shoppers will be able to uncensor 15 different products using their smartphone to reveal a world of exclusive deals and more, highlighting Klarna’s key app features including the ability to shop everywhere and pay in 4, set price drop notifications, create wish lists and enjoy personalised content and shopping inspiration.
K-Rated will tap into our core human emotions and desires, capitalising on the massive revival in QR codes, a side-effect of our new COVID-19 normal.
Says Andrea Darling, head of marketing for Australia and New Zealand, Klarna: “We are dedicated to delivering the ultimate shopping service. Everything we do is unexpected with our quirky brand persona, so you can count on us to be disruptive while offering convenience, inspiration and value to Klarna shoppers. K-Rated will inspire more people to access our world and enjoy the benefits directly from the interactive ads.”
The ‘censored’ content will appear on major national TV networks, billboards, street posters and online, allowing consumers to interact and download the app to unlock deals from their favourite retailers and access exclusive wish lists.
K-Rated will include dynamic offers from a range of leading retailers and brands including ASOS, Adore Beauty, JD Sports, Cotton On, Calvin Klein, Tommy Hilfiger, Van Heusen, Appliances Online, SurfStitch, Kogan.com, and many more. Offers will change regularly across the 12-week campaign.
Says Tom Wenborn, executive creative tinker, Thinkerbell: “Everyone knows the sexiest part of shopping is the products themselves. Perhaps the only way to make them even more desirable, is to cover them up and leave a little to the audience’s imagination.
“It’s been exciting to partner with such an innovative tech company like Klarna. Their hunger for doing things in their own smooth way makes for a lot of fun.”
Says Adam Ferrier, chief thinker, Thinkerbell: “We have thoroughly enjoyed working with Klarna. Being able to create interactive TV spots and out of home ads that embrace Australia’s renewed love of QR codes has been a truly collaborative effort between media and creative.”
ANZ Klarna Bank AB
Head of Marketing, Andrea Darling
Consumer Marketing Manager, Rebecca Selth
Content Coordinator, Emma Roffey
Senior CRM Marketing Manager, Nicole Minty
Thinker, Belle Thompson
Creative Tinker, Cale Berry
Tinker Producer, Maria Borowski
Lead Tinker, Sesh Moodley
Tinker, Shy Ganglani
Lead Thinker Media, Aden Eltchelebi
Thinker Media, Madeleine McConnachie
Executive Creative Tinker, Tom Wenborn
General Manager, Jaime Morgan
Chief Creative Tinker, Jim Ingram
CEO, Margie Reid
Chief Thinker, Adam Ferrier
Production Company: Heckler
The Mint Partners
Managing Director, Brett Galvin
Head of Strategy, Miranda Bryce
Account Director, Ambre Harford
Publicity Director, Nathan McIlroy
Digital Account Director, Domonique Chevalley
This is weird and cool. The voice over is awesome.
This is quite fun.
This is awesome. Very CP+B vibe. Oh, it was done by Sesh. Fuck yesh. Great ad.
Haha I love this. “Sniff…is that the scent of…a deal?”
Quirk that will work
This is peak 2020. You made an ad about a product but then forgot to show the product, the one bit of the ad that makes people by the product in the first place
Clearly you don’t get the ad…
The ‘product’ is the app, not the dyson 🤦🏼♀️
Yeah, it will get noticed, which seems pretty important for a brand I’ve never heard of.
the overall idea is an adaption of the recent global Klarna work, no?
Saw it on telly last night. Felt like I flicked to a porn channel. lol.
This is nice.
I find a lot of this agency’s work looks gaudy and cheap. Is it the right tone for every client?
Is that you Tom Moult?
Love this great use of 15 lovely art direction and intriguing enough to make me want to use my phone to see what it is
Hmmm, narcissism, right? Exceptionalism?
Insecure infant attachment that leads to need for constant ego-stroking, despite mediocrity?
It’s hard enough to get people to scan their covid-safe codes to get into the pub….who in god’s name is going to stop, get out their camera and scan an ad for a brand they’re not hugely familiar with?
I thought we learned our lesson with QR codes…
Then again, I though we learned our lesson with tricksy job titles too.
Hi darling the reason why QR code’s are so previlsmt now is because the scan functionality is in most phones nothing to download
Scan rates for good ideas / usability are massive
I know it’s hard keeping up with the tech when you are so creative but please try or you’ll become redundant
The thing with QR codes and ‘our’ lesson is that in Asia they are in fact used for everything and anything. Perhaps post covid people here will embrace them as part a mobile-first lifestyle. But then again, we are about 10 years behind the rest of Asia on most things.
Proving once again that the case study is more important than the business problem.
Plenty if stuff that is embraced in Asia that is not popular in Australia.
Why are strategists called Thinkers and creatives Tinkers? Feels like an insult to creativity to me…
Maybe thats why you can see the strategy in all of the work and the “Tinker” part is just that – lipstick.
hi creative industry who reads this blog – you’re a goose.
Love this – local campaign up to its high international standards
It’s looking like a deliberate marketing strategy by Thinkerbell to PR their work on CB and then inundate the comments with glowing reviews. It would be such a shame if I’m right.