Walkie Talkie

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Klarna launch in Belgium

Klarna was founded in 2005 in Stockholm, Sweden with the aim of making it easier for people to shop online. In the last 15 years, technology has evolved and transformed the world around us, but Klarna’s mission remains the same: to make paying as simple, safe and above all, smoooth as possible. Nowadays, Klarna is one of Europe’s largest banks and is providing payment solutions for 85 million consumers across 200,000 merchants in 17 countries. This spring Klarna arrived in our country with their pay after delivery solution “Pay within 21 days”. Walkie Talkie handled the entire Belgian press launch for Klarna.

That press launch presented us with new challenges: how do we set up a relevant and interactive press moment during which journalists can really get familiar with the brand and their product(s), while facing the many guidelines for hosting an event during Covid-19? Klarna coming to Belgium is a big moment, so how do we translate that momentum in a new (primarily) digital era, and bring the message across the right way?

Our team tackled those challenges by setting up a livestream. We hosted the event at MAD Brussels and called in the help of a set dresser to transform the virgin white venue into a place that breathes the colorful and playful atmosphere that is Klarna. A video production partner took care of all technicalities to ensure a smooth livestream. Tiany Kiriloff stepped into her former role as TV host again, chatting with Wilko Klaassen -Klarna director for Belgium and the Netherlands- about all things Klarna on screen. The livestream was broadcasted via a private link on the Klarna website and lasted a total of 30 minutes. During the entire talk, journalists could send in live questions via a chat. Over 65 journalists and relevant B2B partners joined in on the event, most of them tuned in for the entire session. We also plugged several face-to-face video interviews right after with a selection of top tier media. The result? Klarna was a trending topic in national tech news for up until 2 days after their Belgian launch with over 70 clippings, covering all major national news outlets in print online, as well as lifestyle publications and B2B media.

  • Create a new digital press launch concept to announce Klarna’s arrival in a big way
  • Set up livestream and set with production teams, venue, … 
  • Ensure massive media coverage by inviting journalists and relevant partners to join the livestream
  • Adapt our PR message for several domains, from B2B retail outlets to tech media to financial journalists and lifestyle platforms
  • Copywriting for press invites and press release announcing the launch
  • Develop strategy, talking points and messaging together with the client