how do you make a global brand sound local?

CHALLENGE
making Klarna, a fintech that offers solutions for simplified payments, be perceived as an ally on Black Friday in Portugal, a country where the population is not accustomed to making installment purchases.

INSIGHT
why not identify moments when Klarna is not only smooth but also smaaart and use a more local language to connect with the Portuguese?

SOLUTION
1. we devised a versatile copy structure that could be adapted to any situation: “When <situation>, pay in 3.”
2. we infused the campaign with local expressions and mannerisms.
3. we secured DOOH and OOH spaces to showcase copies that resonate with the audience’s moment.

check out some examples:

IN ADDITION, WE SPREAD SOME MESSAGES IN TAXIS AND BUSES AROUND LISBON AND PORTO

always with messages that connected with the media they were placed.