Klarna continues leveraging QR codes to gamify OOH ads with giveaways

Shopping and payments app Klarna is getting into Christmas spirit, by gamifying street posters across Australia with QR codes that will award one luxury giveaway a day until17 December.

The campaign is an extension of Klarna’s K-Rated campaign, which leveraged the use of QR codes in advertising, off the back of Australians’ increasing familiarity with them.

A QR code on the street poster hides a luxury giveaway

Klarna’s creative and media agency, Thinkerbell, is intending to flip ‘awareness only channels’ such as TV and out-of-home on their heads with the campaign by creating engagement and interaction with consumers.

Thinkerbell co-founder and chief thinker, Adam Ferrier, explained: “We all know that QR codes are now a thing, and we’re excited that they allow traditional one-way media to be so easily interactive. They get people to act while their thoughts and feelings play catch up.”

Uncensored Klarna Christmas giveaway street posters will appear in Adelaide, Brisbane, Melbourne, Perth and Sydney. Prizes include Yeezy Slides, Nike Max Air Sneakers, a Nintendo Switch and luxe Jacquemus handbags.

Klarna head of marketing, Andrea Darling, said: “It’s been a crazy year – and not necessarily in a fun way. So, it has been important for us to think about how we can lift holiday spirits and make gift giving (or receiving) that little bit easier. Our Klarna Uncensored Xmas Giveaway is a nice way Aussies can elevate their shopping game or spice up a Christmas stocking.”

The campaign will see 35 prizes given away.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.