Klarna taps into QR code revival for K-Rated campaign with Thinkerbell

Swedish shopping app Klarna is making the most of a COVID-induced revival of the humble QR code, in a new campaign developed with Thinkerbell that encourages shoppers to scan ‘censored’ codes to unlock deals.

The campaign delivers a series of scannable pixelated images that give customers access to exclusive deals, and highlight some of the key app features of Klarna.

Klarna Perfume Censored Code

The campaign’s hero is an interactive TVC which launched overnight, encouraging viewers to scan a ‘censored’ QR code directly from their TV screen.

Klarna said the idea behind the codes is to let consumers feel the pleasure of hitting the ‘buy now’ button, heading into peak retail season.

Head of marketing for Australia and New Zealand Andrea Darling said the latest campaign continues to tap into Klarna’s quirky brand persona.

“We are dedicated to delivering the ultimate shopping service. Everything we do is unexpected with our quirky brand persona, so you can count on us to be disruptive while offering convenience, inspiration and value to Klarna shoppers,” Darling said.

“K-Rated will inspire more people to access our world and enjoy the benefits directly from the interactive ads.”

The national campaign is rolling out with the ‘censored’ content appearing on major national TV networks, billboards, street posters and online.

The K-Rated campaign includes deals with ASOS, Adore Beauty, JD Sports, Cotton On, Calvin Klein, Tommy Hilfiger, Van Heusen, Appliances Online, SurfStitch, and more.

Executive creative thinker Tom Wenborn said it’s been great to partner with an innovated tech company like Klarna.

“Everyone knows the sexiest part of shopping is the products themselves. Perhaps the only way to make them even more desirable, is to cover them up and leave a little to the audience’s imagination,” he said.

Chief thinker Adam Ferrier added; “We have thoroughly enjoyed working with Klarna.

“Being able to create interactive TV spots and out of home ads that embrace Australia’s renewed love of QR codes has been a truly collaborative effort between media and creative.”


ANZ Klarna Bank AB
Head of Marketing, Andrea Darling
Consumer Marketing Manager, Rebecca Selth
Content Coordinator, Emma Roffey
Senior CRM Marketing Manager, Nicole Minty

Thinker, Belle Thompson
Creative Tinker, Cale Berry
Tinker Producer, Maria Borowski
Lead Tinker, Sesh Moodley
Tinker, Shy Ganglani
Lead Thinker Media, Aden Eltchelebi
Thinker Media, Madeleine McConnachie
Executive Creative Tinker, Tom Wenborn
General Manager, Jaime Morgan
Chief Creative Tinker, Jim Ingram
CEO, Margie Reid
Chief Thinker, Adam Ferrier

The Mint Partners
Managing Director, Brett Galvin
Head of Strategy, Miranda Bryce
Account Director, Ambre Harford
Publicity Director, Nathan McIlroy
Digital Account Director, Domonique Chevalley


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