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‘Pay later’ gets a boost with campaign featuring ‘funniest woman on the internet’

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Pay Later services – where shoppers can defer payment or spread payment in instalmentsfor online and in-store purchases – have been given a mainstream boost with a media campaign for Klarna’s offering featuring actress, comedian and internet sensation, Celeste Barber.

Inspired by home-shopping TV shows, the ‘I wish I’d bought it with Klarna’ campaign features an online mini-series with Barber, as the theatrical host, alongside her assistant. In three 60-second videos, Barber addresses some unfortunate shopping fails in her infamous comic fashion – from miniature garden furniture to Sue Ellen’s woeful hair curler – giving shoppers a much needed reality check to Pay later with Klarna.

The campaign seeks to emphasises a smarter and more convenient shopping attitude with Klarna’s Pay later services. Revolutionising the payments experience and allowing shoppers to ‘try before they buy’, it entitles shoppers to only pay when they are happy with their purchase. By putting the customer in total control, Klarna is empowering consumers and giving them freedom to flexibly manage their purchases and finances to personally suit them. 

The series of 60-second films will run on Klarna and Celeste Barber’s Instagram and Youtube channels from the 4th September, with shorter versions and bespoke 6-second clips running as placements in countries including the UK, US, the Netherlands, Germany and Sweden. 

A partnership with Refinery29 in the UK and US, will serve bespoke assets featuring Celeste Barber across their Instagram channels to sync with the campaign launch – adding additional scale and cultural impact to the campaign. 

David Sandstrom, Chief Marketing Officer at Klarna, explains: “Klarna prides itself on being both innovative and smoooth, and our campaign with Celeste Barber couldn’t be a more perfect collaboration to present payment empowerment and the convenience of our Pay Later products to consumers. Celeste brilliantly captures the message ofPay later and playfully demonstrates how shopping with Klarna can empower any buyer to shop confidently. It’s fun, quirky but most of all it makes us smile, and we’re excited to see how this resonates amongst consumers”.

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