Today we’re excited to launch ‘Swedish for smooother shopping,’ Klarna’s first shoppable entertainment campaign and biggest brand effort in the US to date.
The campaign humorously leans into Klarna’s Swedish roots, using the positive perceptions of design, innovation and quirky wit of Sweden, to boldly introduce US shoppers to a smooother, unexpected, next level shopping experience.
Entertainment is at the core of the campaign, just as it’s at the heart of the Klarna shopping experience. It will come to life through a unique series of online films, an interactive virtual shopping experience, retail brand collaborations, influencer activations, custom media partnerships, and giveaways throughout the summer.
To create the campaign films, we transformed footage from over 50 years of Swedish cinema, TV and music videos into unexpected ads for Klarna and our newly updated shopping app. The original Swedish dialogue was entirely re-imagined, with Klarna-focused English subtitles turning old footage into something entirely new.
Renowned director and fellow-Swede Andreas Nilsson, best known for the Volvo “Epic Split” and Expensify’s Super Bowl ads, partnered with Klarna and creative agency Mirimar to create the films, with the team collaborating remotely from New York, Stockholm and Los Angeles. Independent media agency Noble People and digital agency Movement Strategy also worked to bring the campaign to life.
Over the coming weeks we’ll be launching more of the ‘Swedish for smooother shopping’ campaign, including:
- An interactive virtual pop up store that will give shoppers a chance to explore and win some of the Internet’s most coveted items.
- Bringing smoooth shopping (so smooth it needs an extra ‘O’) to this year’s hottest gaming experience.
- Collaborations with style trailblazers for a weekly series of sought-after, exclusive drops.
- Social activations that will introduce you to entertaining Swedish characters and deliver surprise and delights for followers.