'Myth busting' Klarna campaign champions consumer protection

By

Nigel TAYLOR

Published
Jan 28, 2021

An ad campaign by a buy-now-pay-later operator that supports and promotes improved regulation in its sector. That’s the unusual tack fintech platform Klarna UK has taken to highlight the need to better protect consumers with an out-of-home campaign that targets its core audience — Millennials to Gen Xers — to challenge common stereotypes.

Championing consumers who are managing their spending responsibly, Klarna’s series of eye-catching billboards highlight popular fallacies and social stereotypes, including, ‘Pink is for girls’ and ‘Millenials are useless with money’. 

The hoarding goes on to clarify that colour has no gender and that Millennials actually save 36% more money than older generations.

Klarna said that in the context of the current debate surrounding regulation of buy now pay later, it uses this campaign to confirm its support to better protection for consumers, with a billboard that states: ‘Let’s make regulation fit for today. Consumers want to bank, pay and shop in innovative and new ways. And we want what’s best for them’.

Commenting on the campaign, Klarna head of UK Marketing, AJ Coyne, said: “Consumer preferences and shopping habits are constantly evolving, yet stereotypes and common, incorrect assumptions appear to be stuck in the dark ages. Our latest campaign sets out to challenge these beliefs and to champion our customers – from Millennials to Gen Xers.

“We recognise that our customers don’t need nor want to be labelled, they need responsible solutions which protect them when shopping. At Klarna we are proud to provide that support and will continue to innovate and develop to keep up with our dynamic and diverse customers.”