Klarna - We Speak Luxury

How do you position a high street brand so luxury brands want to join in?

Klarna’s rocket fuel growth has been built on their relationship with High Street brands like Primark and H&M. But they wanted luxury brands on their books too. The problem… luxury brands avoid High Street brands like the plague.

Insight
When looking at a photo, people look at themselves first. It's the same when they see their companies logo/font.

Challenge
Get luxury brands like Prada, Gucci and Jimmy Choo to notice Klarna so they get into get into bed together.

Our idea
Write Klarna in their font, which the luxury brands will immediately recognise, and do it outside their stores to get their attention. While including luxury heuristic cues, to show Klarna knows luxury.

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