- Klarna has partnered with Paris Hilton’s 11:11 Media on a global advertising campaign starring the hotel heiress and social influencer, per a news release.
- Creative draws on Y2K fashion trends and shows Hilton responding to the fintech marketer’s payment and shopping services with “That’s Smooth,” a spin on the “That’s hot” catchphrase she popularized in the early aughts.
- Commercials and stills attached to the effort roll out globally on Feb. 27 and will appear throughout March on social, digital, broadcast and out-of-home channels. 11:11 Media is handling aspects of the digital execution, including posts from Hilton’s personal accounts.
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Jonathan Francisca / Unsplash Digital transformation pushed marketers to master data and analytic capabilities that can strengthen personalization.
Access now➔ Jonathan Francisca / Unsplash Digital transformation pushed marketers to master data and analytic capabilities that can strengthen personalization.
Consumers like or dislike the 2000s, it's back in a big way. Klarna is partnering with a person who is seen as one of the original digitalinfluencers from the decade. Through the partnership with 11:11 Media, the Swedish firm is able to tap into the recognizability of the public figure associated with Y2K aesthetic. 11:11 Media was founded by Bruce Gersh andHilton.
The new ads directed by Tanu Muino are meant to communicate that even the well- seasoned shopper is impressed by the company's offerings. A spot called "Stretch your Payments" shows a person buying ice cream in a 2000s tracksuit. A dachshund passes by on the sidewalk with a tag on it that says, "Stretch your payments with Klarna."
The campaign calls out Klarna perks like buyer protection guarantees and package tracking. Live events, social content and future collaborations are included. One of the stills shows her in a mini-dress that reminds her of the outfit she wore for her 21st birthday.
In the creative, there are two people, one is an ambassador for Klarna and the other is a celebrity. Rock is a beauty-focused creator who got a start on YouTube and Vine and now wields a wide audience across social.
The interests of younger consumers who are starting to enter the workforce and accumulate more spending power are what prompted some marketers to shift their nostalgia plays from the ’80s and ’90s. The company's customers have grown up with the company, according to David Sandstrm. The Global Y2K Trend Report was released by the firm to coincide with the campaign. Low-rise jeans are one of the Y2K fashion products that have increased in popularity.
There has been renewed interest in Y2K. The velour tracksuit look was a signature of the era, and last fall the marketer and fashion brand collaborated on a campaign to bring it back.
