Klarna partners LA-based creative agency Mirimar on the “Swedish for smoother shopping” campaign

Klarna, the leading global payments provider and shopping service, has announced updates to its shopping experience including the newly released mobile app that gives users access to exclusive deals and drops, the ability to create and share wish lists with friends and family, and the ability to shop anywhere online and pay in four, interest-free instalments. This follows Klarna’s recent news that its industry-leading app now has more than 1 million monthly active users in the US.

To showcase Klarna’s latest product evolution, the company has launched a new shoppable entertainment campaign in the US that humorously illustrates how Klarna is redefining shopping to deliver a smoother end-to-end experience.

Anchored by the tagline “Klarna: Swedish for smoother shopping,” the campaign leans into the company’s Swedish origins to show how the company is providing inspiration, perks and convenience. The 360-degree integrated campaign features a unique series of online films, virtual experiences, shoppable content, custom media partnerships, and giveaways throughout the summer.

“With online shopping at an all-time high, we are excited to continue to build out our capabilities that deliver an elevated shopping experience to consumers in the US,” said David Sandstrom, Chief Marketing Officer at Klarna.

“Our latest brand initiative draws on a number of uniquely Swedish cultural elements and adds in a big dose of humour to highlight how Klarna provides value at every stage of the shopping journey, from inspiration to post-purchase.”

Klarna’s new product features and brand campaign come at a time as the company has seen significant recent growth in the US, where it now counts nearly 8 million customers and 4,200 retail partners, including leading names such as H&M, Sephora, The North Face, Timberland and Abercrombie & Fitch.

Klarna also recently announced the US launch of Vibe, the first and only loyalty rewards programme in the buy now, pay later space. Members of the Vibe programme can receive rewards for all purchases they make directly through the Klarna app, no matter what store they are purchasing from, and also when using Klarna at over 200,000 partner retail stores globally.

Klarna partnered with LA-based creative agency Mirimar on the “Swedish for smoother shopping” campaign and tapped Sweden’s own Andreas Nilsson—the director behind Volvo’s “Epic Split” commercial and Expensify’s “Expensify This” interactive film —to transform more than 50 years of Swedish cinema, television, advertising and music videos into entirely new stories that position Klarna as a new, better way to shop.

In addition, the campaign will feature an interactive virtual pop up store, shoppable gaming experiences, collaborations with style influencers along with entertaining social activations.


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