Klarna unveils major outdoor ad campaign as UK users exceed 3m

Disruptive payments provider Klarna has unveiled a major outdoor advertising campaign, in partnership with a number of high profile retailers, as it reveals that its UK user base has exceeded 3 million.

The "No Drama, Just Klarna" campaign is running across six cities throughout the UK and aims to highlight its services, such as Pay later and Pay in 3, which allow people to decide when and how they pay for their items.

High-visibility locations such as bus sides, tube track-side and escalator sites have been employed, and feature posters and digital ads with bold pink and black rhyming slogans referencing its well known partners, such as "When I've decided, Missguided", "I'll pay in a few, Schuh", "I shop like a boss, ASOS".

The campaign is being rolled out as Klarna unveils several UK milestones, such as the 3m users, along with the fact that it processed 12m UK transactions in the past year and received more than 100,000 downloads of its app.

Swedish bank Klarna was valued at $5.5bn last month after it raised $460m in an equity funding round, making it Europe's largest private fintech firm. Globally it is now powering payments for more than 170,000 companies including H&M, Quiz, Beauty Bay, Michael Kors and Superdry in the UK. It is also increasingly rolling out its services in physical retail environments as well as online.

Luke Griffiths, General Manager at Klarna UK, commented: “The growth we’ve seen since launching in the UK has been astounding, but I’m particularly proud of what we’ve been able to achieve in the last 12 months. Not only have we grown exponentially in terms of volumes and partners, but we’ve also grown our footprint across the UK with the launch of our Manchester office earlier this year.

“We know that customers love the flexibility and convenience that comes with alternative payments, and by delivering the best possible experience to shoppers, we’ve been able to partner with some remarkable brands and retailers in the UK. There are a number of significant announcements in the pipeline and I’m confident we’ll continue to go from strength to strength.”