Klarna launches 'K-rated' brand campaign via Thinkerbell

29 October 2020

Creative Agency: Thinkerbell

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An interactive TV commercial will urge shoppers to scan the ‘censored’ codes to unlock exclusive deals directly from their TV screen.

Research shows that the pleasure we get from a good shopping experience is akin to how we feel after sex – both actions triggering a release of dopamine.

The latest brand campaign from Swedish shopping app, Klarna, lets consumers feel the pleasure of hitting the ‘buy now’ button, as we head into peak retail season.

Widely recognised as a leader in innovation and for its seamless shopping experience, Klarna is also known for disruptive and creative campaigns that challenge norms and expectations.

Now live, Klarna's K-Rated campaign delivers a series of scannable pixelated images which provide consumers with the tools they need to be inspired and shop smarter in the lead-up to the festive season.

An interactive TV commercial will urge shoppers to scan the ‘censored’ codes to unlock exclusive deals directly from their TV screen.

Shoppers will be able to uncensor 15 different products using their smartphone to reveal a world of exclusive deals and more, highlighting Klarna’s key app features including the ability to shop everywhere and pay in four, set price drop notifications, create wish lists and enjoy personalised content and shopping inspiration.

Developed and produced by creative agency Thinkerbell, K-Rated will tap into our core human emotions and desires, capitalising on the massive revival in QR codes, a side-effect of our new COVID-19 normal.

“We are dedicated to delivering the ultimate shopping service," Klarna head of marketing for Australia and New Zealand, Andrea Darling says.

"Everything we do is unexpected with our quirky brand persona, so you can count on us to be disruptive while offering convenience, inspiration and value to Klarna shoppers. K-Rated will inspire more people to access our world and enjoy the benefits directly from the interactive ads.”

The ‘censored’ content will appear on major national TV networks, billboards, street posters and online, allowing consumers to interact and download the app to unlock deals from their favourite retailers and access exclusive wish lists.

“Everyone knows the sexiest part of shopping is the products themselves. Perhaps the only way to make them even more desirable, is to cover them up and leave a little to the audience's imagination,” Thinkerbell executive creative tinker Tom Wenborn says.

“It’s been exciting to partner with such an innovative tech company like Klarna. Their hunger for doing things in their own smooth way makes for a lot of fun.”

K-Rated will include dynamic offers from a range of leading retailers and brands including ASOS, Adore Beauty, JD Sports, Cotton On, Calvin Klein, Tommy Hilfiger, Van Heusen, Appliances Online, SurfStitch, Kogan.com, and many more. Offers will change regularly across the 12-week campaign.

“We have thoroughly enjoyed working with Klarna. Being able to create interactive TV spots and out of home ads that embrace Australia’s renewed love of QR codes has been a truly collaborative effort between media and creative," Thinkerbell chief thinker Adam Ferrier says.


ANZ Klarna Bank AB
Head of Marketing, Andrea Darling
Consumer Marketing Manager, Rebecca Selth
Content Coordinator, Emma Roffey
Senior CRM Marketing Manager, Nicole Minty

Thinker, Belle Thompson
Creative Tinker, Cale Berry
Tinker Producer, Maria Borowski
Lead Tinker, Sesh Moodley
Tinker, Shy Ganglani
Lead Thinker Media, Aden Eltchelebi
Thinker Media, Madeleine McConnachie
Executive Creative Tinker, Tom Wenborn
General Manager, Jaime Morgan
Chief Creative Tinker, Jim Ingram
CEO, Margie Reid
Chief Thinker, Adam Ferrier

The Mint Partners
Managing Director, Brett Galvin
Head of Strategy, Miranda Bryce
Account Director, Ambre Harford
Publicity Director, Nathan McIlroy
Digital Account Director, Domonique Chevalley

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