Klara playfully invites UK consumers to discover the truth about the brand with Spanish artist, Ignasi Monreal
Klarna, a global banks, payments and shopping service, has launched a new campaign playfully inviting UK consumers to discover the truth about the brand with famous Spanish artist Ignasi Monreal. Famous for his collaborations with global brands such as Gucci, Vogue and Netflix – Monreal has designed a series of unique pieces of artwork.
With over 14m consumers in the UK, and 13k retail partners, Klarna is now one of the leading Shopping services in the UK, however, in the past few years – the brand has seen a rise in the number of misconceptions.
These have arisen on various topics from the average age of consumers (33 years old), to the distinctive pink branding which has stood out in a sea of blue from the traditional older banks. In the spirit of the brand, Klarna is now taking a bold and unapologetic approach to the commentators, critics, skeptics and curious, answering 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 consumers to enter the mythical world online where they can play a mythbuster challenge or by visiting the murals located in cities around the UK (London, Manchester, Liverpool and Birmingham).
Consumers can play the ‘Mythbuster Challenge’ by visiting the online digital gallery or by visiting the murals in their local city (where they can scan the QR code within the painting, automatically taking them to the game).
Entrance to the digital gallery immerses the user into the paintings where for each artwork, there is a unique game to discover items hidden within the visual of the painting. Prizes are awarded for completion of the game, ranging from a weekend stay at Claridges to a £10,000 donation to the hygiene poverty charity, Beauty Banks in the winner’s name.
“At Klarna we do things differently, and sometimes that means taking a bold approach to difficult topics. We are inviting everyone to discover the truth about our brand through a series of incredible paintings and an online game by renowned artist Ignasi Monreal,” commented David Sandstrom, Chief Marketing Officer.
“Just because our brand is pink, we add an extra ‘o’ into smoooth and market to consumers differently, we are no less serious about the real world problems that we are solving and we are committed to delivering the best way to shop, bank and pay for our 14m UK consumers.”