Klarna, the online payment app from Sweden, first shot to marketing fame with an ad that featured some very smooth Afghan hounds and went on to collaborate with Snoop Dogg.
The canine theme now continues, as the brand is now targeting New Yorkers with a campaign by 72andSunny Amsterdam that's focused on dog-lovers. Klarna partnered with author and influencer The Dogist on the campaign, which includes a series of online films and outdoor ads showing people curating their homes to suit their dogs.
There's also The Doggy Bag, created by Swedish fashion designer Martin Bergstrom together with Skarp Projects, which is an oversize carrier made especially for carrying pooches in transit. The limited-edition Doggy bag is being auctioned via the Instagram channel of The Dogist.
From Dec.10, Klarna will unveil a dog-friendly outdoor wall, created especially to appeal to dogs by being installed at the "perfect height for four-legged to check it out" and filled with dog toys and ropes. Located in Williamsburg at Kent Ave & Grand Street, the wall is illustrated by artist Christopher Delorenzo and will also feature a selection of holiday items, curated by The Dogist, which will be available in the Klarna app.
The campaign has also included a pop-up experiential grooming salon, "Pup-Up" that ran in late October/early November to coincide with the Tompkins Square Park Halloween parade and catered to dog-owning influencers.
David Sandstrom, CMO of Klarna, says in a statement: "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.”