If there’s one thing that dog owners can agree on it’s that they’d rather never leave their pup’s side. Enter: Klarna, the leading global disruptor of online payments, who wants all the dog-loving shoppers to experience a new way to shop. While petting their dog, of course.
To celebrate dogs and dog aficionados alike, Klarna is launching its new campaign ‘Who’s A Good Shopper?’ highlighting the relatable ways pet parents express their love and unique bonds for their four-legged friends because they understand everything is better when you have your pup by your side.
‘Who’s A Good Shopper’ invites the dog-owning and dog-loving community to experience a new way to shop with their furry best friend via the Klarna direct-to-consumer app that allows you to shop now and pay later everywhere. With the new Klarna app, everyone can be a good shopper, and gone are the days of being torn between the thing you love to do, and the ones you love most (your dog).
“Connecting with our shoppers is the goal of each campaign - whether that’s via our app or while getting groomed alongside your four-legged friend,” said David Sandstrom, CMO of Klarna. “Today’s consumers want to align themselves with the brands who offer them a deeper connection and understand how they want to shop — whether that’s payment options that fit with their lifestyle or communicating on a more personal level. For this campaign we considered that dogs are like an extension of your family, so we began to wonder how to reach this audience in a way that resonated with what they love, while also introducing them to Klarna.”
Created with partner agency 72andSunny Amsterdam, the campaign also includes OOH and online films - directed by Biscuit's The Glue Society, which follow the same tune as they portray dogs and their owners in homes that are catered to the needs and tastes of the dog. i.e. a room full of bones or another room covered in scratchy materials.
Klarna kicked off the campaign celebrations on October 20th to coincide with the infamous NYC Tompkins Square Park Halloween parade - an annual community event. Attendees were invited to an experiential ‘Pup-Up’ grooming salon created for - and by - the community. Custom dog combs served as the official invite distributed by Klarna ambassadors, as well as through local dog owners and pet stores in NYC.
The Pup-Up grooming salon, which ran from Oct 31st to Nov 2nd, welcomed 61 dog-owner duos. There were some famous paws amongst the litter including, Agador @poochofnyc
, Rosenberg @topherbrody
, Paul the Corgi @paulthecorgi
. Celebrity groomer Jess Rona, groomed the dogs while their owners got styled right beside them. The twinning looks, the #doggelgangers, were captured in that perfect pet portrait to be shared across social channels. While getting groomed people were shown how easy and convenient it is to shop on the Klarna app. Meaning they could continue to do the thing they love (shop) with the ones they love (their dog).
Klarna partnered with NYT bestseller author and influencer The Dogist for “Who’s a Good Shopper”. Known for his beautiful and inspiring shots of dogs, The Dogist was involved in every part of this campaign, including shooting some of the groomed dogs at the Pup-Up, which will be featured on his website.
On Snapchat, #Doggelganger is brought to cyberspace, allowing dog owners everywhere to place filters on both themselves and on their dog - including matching Klarna streetwear.
Another special treat of the campaign is a luxurious dog carrier bag, The Doggy Bag, created by Swedish fashion designer Martin Bergstrom together with Skarp Projects made especially for the dog in transit.
Owners now have a way around the “no dogs on subways” ban - by putting them into their Klarna shopping bag. The limited-edition Doggy bag is auctioned out at The Dogist where all proceedings will go to Rescue Dogs Rock NYC (@rescuedogsrocknyc
). The bag is also be available to buy at the shelter. Among others, New York-based Instagram furfluencer Menswear Dog (@mensweardog
) and 2018 World's Strongest Man Thor Björnsson, aka “The Mountain”, are part of the project to raise awareness. The PR and creative agency behind the Doggy Bag activation is FLB Europa.
From December 10th Klarna is taking its love of dogs to the streets with a dog-friendly OOH, created especially for furry friends - installed at the perfect height for four-legged to check it out and filled with dog toys and ropes, so they can interact with them when passing by the wall. But the wall also has something for our human friends: a selection of holiday items, curated by The Dogist, which will be available in the Klarna app. Located in Williamsburg at Kent Ave & Grand Street, the wall is illustrated by artist Christopher Delorenzo.
“The Klarna app offers people a great way to shop from anywhere. Meaning they never have to leave their dog’s side. And so we created a campaign that honours and celebrates the relationship of dog and owner,” says Simone Moessinger, creative director, 72andSunny Amsterdam. “Now people can do the thing they love, with the one they love.”
Klarna is the only alternative payment method in the US to offer consumers the ability to pay later everywhere in any online store in four equal instalments with zero interest and fees, versus competitors. From November 15, in addition to the already existing price drop notifications, and exclusive shopping inspiration from editorial and influencer created content, a new feature will be added which gives the ability to create multiple collections with favourite items and share with friends. The App aligns with Klarna’s already established ‘smoooth’ shopping and seamless integration into e-commerce platforms within a retailer’s check out. It marks another way for consumers to access Klarna’s popular product in the US - the ability to pay with short-term fixed instalments.
Download the Klarna App via Google Play and Apple iTunes. For more information, visit www.klarna.com.