how do you make a global brand sound local?
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.
why not identify moments when Klarna is not only smooth but also smaaart and use a more local language to connect with the Portuguese?
1. we devised a versatile copy structure that can 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 connect with the media they are placed.
Henrique de Moraes