| Title | SMOOOTH |
| Brand | KLARNA |
| Product/Service | SMOOOTH PAYMENTS |
|
Entrant
|
NORD DDB Stockholm, SWEDEN
|
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
|
Idea Creation 2
|
KLARNA Stockholm, SWEDEN
|
|
Production
|
HOUSE AGENCY Stockholm, SWEDEN
|
|
Production 2
|
REDPIPE Stockholm, SWEDEN
|
|
Production 3
|
DEADMONO Stockholm, SWEDEN
|
|
Production 4
|
GLASSWORKS Amsterdam, THE NETHERLANDS
|
|
Production 5
|
MJZ UK London, UNITED KINGDOM
|
Credits
| Redpipe Stockholm |
Redpipe Stockholm |
Sound Design Company |
| Deadmono |
Deadmono |
Music Composer |
| Frida Siversen Ljung |
NORD DDB Stockholm |
Copywriter |
| Glassworks |
Glassworks |
3D, VFX, Post production |
| Jacob Sandström |
NORD DDB Stockholm |
Business Director |
| Linda Bryttmar |
NORD DDB Stockholm |
Account manager |
| Lukas Thuvesson |
HOUSE Agency |
Filmproduktion |
| Martin Lundgren |
NORD DDB Stockholm |
Copywriter |
| Martin Wassborn |
Klarna |
Director Brand & B2C Marketing Finans/IT |
| Mattias Bengtsson |
HOUSE Agency |
Producer |
| Michael Hayes |
Soho Voices |
Voice Over |
| Nina Siemiatkowski |
NORD DDB Stockholm |
Assistant project leader Finans/IT |
| Olle Langseth |
NORD DDB Stockholm |
Creative Director / Copywriter |
| Patrick Emt |
NORD DDB Stockholm |
Graphic Designer |
| Sebastian Siemiatkowski |
Klarna |
Acting CMO Finans/IT |
| The Perlorian Brothers |
MJZ |
Creative Directors Filmproduction |
| Tomas Granath |
NORD DDB Stockholm |
Art Director |
| Tove Langseth |
NORD DDB Stockholm |
Creative Director /AD |
| Viktor Arve |
NORD DDB Stockholm |
Art Director |
| Yann Gorriz |
MJZ |
Producer Filmproduction |
Why is this work relevant for Integrated?
It’s a fully integrated concept that influences everything from outdoor ads and commercials to the smallest icon in the app, the store checkout, newsletters and invoices. It guides how the CEO does PR, how customer service replies to your questions, what the HQ offices looks like, communication visuals, tone of voice and names of products…
Background
Klarna is the market leader in Sweden for online payments and one of Europe´s fastest growing companies. The brief was to create a concept that captured everything Klarna was all about.
Describe the creative idea
Smoooth (yes, with three o’s) is more than an ad concept for a payment provider/bank. It’s an idea that portrays the feeling you get using Klarna’s services - an idea that moves the Klarna brand to the opposite end of how other banks and financial services corporations usually behave and act.
Describe the strategy
Describe a banking service as complex as Klarnas payment service in the simplest and most mesmerizing way possible.
Describe the execution
Executed along the whole consumer journey – from the quirky, what-did-I-just-watch films, outdoor ads and copy platform, all the way down to the checkout at merchants, how their app looks and works, how customer service replies to your concerns and press images of the founder and CEO. Smoooth is, in the truest sense, a 360 brand experience.
List the results
Between first week of 2017 and first week of 2018:
Awareness top of mind: Klarna + 21% VISA / Mastercard -20% Paypal -43%
Relevant set (consideration) : Klarna + 5% VISA / Mastercard -4% Paypal -14%
Loyalty (prefer Klarna): Klarna + 41% VISA Mastercard -4% Paypal -16%
Brand Attribute ”Status”: Klarna + 10% VISA Mastercard -3% Paypal 0%
Brand Attribute ”A brand I tell others I use”: + 2% VISA Mastercard -9% Paypal -3%