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Klarna In-store launch

MINT was engaged by new entrant BNPL, Klarna, to launch their in-store shopping technology, by ideating and executing a large scale paid media partnership during the 2020 Christmas shopping period.
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In order to cut-through the cluttered BNPL space and drive in-store usage, MINT proposed a single-publisher buy with Westfield. This strategy focused funds on a network with a large enough retail share, that allowed the freedom to break previous norms for paid-media campaigns.

This partnership saw Scentre Group’s network turn pink for Christmas, with free valet parking offers, PR/influencer “QR Code activated” runway shows and a never-before seen pink pathway leading shoppers to Klarna-relevant merchants with key messages lining every step.

  • Media coverage: 49million reach, 174 clippings, share of voice increased by 11%
  • Organic Social: @klarna.au 107K impressions
  • 2,182 retail stores visited for 1:1 B2B education
  • Westfield owned channels: 744K page views, 784K EDM opens, 26K social reach
  • 5.8 million fortnightly unique reach on campaign media

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In the spirit of reconciliation The Mint Partners acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today. The Mint Partners recognises the unique role of Māori as Tangata Whenua and embraces Te Tiriti o Waitangi recognising Māori as tino rangitiratanga of Aotearoa/New Zealand while embracing the three guiding principles of the Treaty – Partnership Participation and Protection. We will endeavour to implement bicultural policies and practices that incorporate and value Māori cultural concepts, values and practices.

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