SMOOOTH

ClientKLARNA
Category H01. Integrated Multi-Platform Campaign (Online & Offline)
TitleSMOOOTH
Product/ServiceSMOOOTH 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
Name Company Position
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

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 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 online, web platform and banners all the way down to the checkout at merchants, how the app looks and works and how our customer service chat replies to your concerns. Smoooth is, in the truest sense, a 360 brand experience deeply rooted in a digital platform.

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%