Klarna, transforming the payment experience in Spain

Communication and PR

Influencer Marketing

Events and Brand Experiences

Klarna came to AREA with a clear purpose: to position its payment system beyond the financial and connect with the lifestyle world. They were looking for an agency capable of transforming its perception and bringing it closer to consumers in an authentic and aspirational way. From the beginning, our mission was to go beyond communicating a service; we built an immersive narrative that would generate real connections and resonate with the aspirations of the Spanish consumer. AREA became a key strategic partner, designing memorable campaigns and experiences that redefined the way Klarna integrated into the contemporary shopping world.

2022

2023

2024

Building the brand's foundations in Spain

Some of the activations that reflected our strategy during 2022 included:

Klarna Loves Brands, an ambitious and strategically designed campaign by AREA, ultimately becoming a symbol of Klarna's entry into the fashion world. AREA orchestrated collaborations with a selection of fashion brands and influencers, creating an ecosystem of creative synergies.

The 18 talents, carefully selected for their affinity with the fashion world and their ability to connect with the audience, became ambassadors for the brands involved in the campaign, creating authentic and engaging content that showcased how they used Klarna to purchase their favorite looks. This approach not only highlighted the flexibility and convenience of Klarna's payment platform, but also wove an aspirational narrative around the brand. The result was a significant increase in brand awareness, expanding Klarna's reach to new audiences and cementing its positive association with the dynamic world of fashion and the latest trends.

Glow with Klarna Brunch. This event was conceived as an exclusive, multi-faceted experience designed to captivate two key audiences. On the one hand, a breakfast was offered to key lifestyle journalists, a morning meeting where the latest trends in beauty and wellness were presented by renowned experts. This format allowed journalists to immerse themselves in the world of Klarna, discovering its vision and commitment to contemporary lifestyle.

In parallel, AREA organized an even more exclusive and personalized brunch for a select group of digital influencers and opinion leaders. This intimate gathering provided influencers with an immersive brand experience in a relaxed and sophisticated environment, fostering a connection between attendees and with the brand itself.

In both cases, AREA's strategy was based on data intelligence, using Klarna's consumer research to tailor the content and format of the event to the specific needs and interests of each audience, ensuring maximum impact and relevance.

Collaborations with fashion brands. In line with Klarna's vision of integrating into the fashion and lifestyle world, strategic collaborations were carried out with SHEIN, a fast fashion giant with an undeniable global presence. AREA played a crucial role in the execution of this collaboration, organizing a pop-up store in Lisbon that lasted 12 days and was full of activities, workshops with the option to purchase products. These ephemeral spaces allowed to take the SHEIN experience beyond the digital realm, offering the press and consumers the opportunity to interact first-hand with the products, making the shopping experience tangible and generating significant media buzz.

In addition, during the prestigious Madrid Fashion Week, talks were held with experts and references of the fashion world, a cycle of conversations open to the public that connected Klarna with the end customer in a direct and distinctive way. This initiative not only reinforced Klarna's image as a brand that supports talent and creativity in the fashion industry, but also consolidated its position as a relevant and committed player in the Spanish fashion scene.

2024

2022

2023

Expansion and Diversification

The second year was marked by great creativity and again, a well-defined strategy. We expanded communications through selected collaborations, organized events to create unique experiences and carried out activations that generated great impact.

The Valentine's Day and Wedding Season campaigns are perfect examples of how Klarna uses its consumer data research to present itself to the press through lifestyle themes. By showing how the platform makes it easy to manage spending on these special occasions, Klarna positioned itself as an ally for consumers at key moments in their lives.

But 2023 was also the year of memorable experiences and street-level activations. Together with Shein, we organized a roadshow in Valencia, Seville and Bilbao, purely focused on impacting the end public. A van and hostesses with bicycles toured the cities giving away bouquets of flowers, generating kilometer-long queues and a great buzz on social networks.

And to seduce the demanding cosmetics sector, AREA designed an exclusive event where the secrets of the Klarna beauty report were revealed.

Renowned professional makeup artist Lewis Amarante dazzled the press with a masterclass, followed by a hands-on session for beauty influencers (carefully selected to impact their audience and segment the content), who put the techniques learned to the test with products from a partner brand. A total immersion into the universe of smart beauty, with Klarna as a backdrop.

These event examples bring to the table different ways of approaching different stakeholders, end audiences, influencers and press, but also effective ways of communicating the brand values and the multiple functions that Klarna offers to its consumers.

2022

2023

2024

Consolidation with intelligence at the service of the brand

The third year marked a turning point, prioritizing data intelligence to refine communication strategies, strengthen press relations and create even more personalized and relevant experiences. The focus this year was to communicate Klarna's consumer data studies with creative activations targeting press and influencers.

A clear example of this vision was the launch of the “Travel” campaign, where influencers Andrea Garte and Nagore Robles became Klarna ambassadors, showing through Instagram how the platform simplifies payment management during vacations. And to celebrate the start of the summer season, AREA transformed Casa Suecia in Madrid into an oasis of trends and connections, bringing together journalists, influencers and content creator Cristina Rodríguez to unveil the secrets of the Klarna Travel Report.

To demonstrate its commitment to financial wellness, Klarna hosted a virtual chat with savings expert Amalia Guerrero, accompanied by a special seeding with thought-provoking products on personal finance.

And to bid farewell to 2024 as it deserved, a Christmas celebration was held at Papiroga House. An event where Klarna shared the results of its latest survey on Christmas shopping habits, with a special focus on the “Anxious Male Shoppers”. Cristina Alvarez, representing the brand, unpacked the key trends of the report through a fun interactive quiz, followed by a creative workshop where attendees gave free rein to their imagination creating wooden light boxes. A magical encounter that allowed us to strengthen ties with journalists, provide them with a unique experience and close the year on a festive and memorable note.

With this comprehensive strategy over the years, AREA has managed to lay the foundations for Klarna's success in the Spanish market, positioning it as an innovative, relevant brand connected to the lifestyle of the modern consumer.