The YouTube Works Awards in Sweden celebrate and champion the brilliant minds producing the most innovative and effective campaigns on the platform. This year, Klarna is one of the few selected winners with our campaign Get Smoooth, featuring the world-famous rapper and icon Snoop Dogg.
“It’s vital to reward great creative work that makes you feel something. Because creativity and emotions are the keys to big financial paybacks in marketing,” says marketing-guru Les Binet in the introduction to the award.
The jury, made up of professionals in the advertising industry, has written the following motivation for Klarna as the top pick in the ´Winning hearts’ category:
“In an industry where hard numbers and rational arguments usually prevail, this campaign has created its own path, where emotions and experiences are central. This campaign has a unique expression that communicates and dramatizes the customer benefit in a clear and compelling way, and in addition, became discussed and shared worldwide”.
Christian Cabau, Klarna’s Swedish Marketing Director, on why this price is particularly meaningful:
“We don’t do advertising to please the industry, advertisers, or juries. We do advertising to entertain, inspire and engage our customers. We believe that is best done through emotions. And there is no better testament that our hard work is having effect than winning hearts.”