Design and illustration
With a revolutionary approach to online payments that’s won them 10 percent of the Northern European market since its founding in 2005, Klarna is one of Europe’s largest banks. They came to us for an internal comms campaign to promote the Klarna ‘Way of Winning’ – a suite of training and motivational materials that would empower their sales teams to convert even more merchant customers.
Based on research into the psychological journey behind purchase decision-making, the Klarna Way of Winning enables the organisation’s sales teams to give existing and potential customers exactly the right type of support, exactly when they need it. The challenge for us was to find a way to spread the word within Klarna, and make the Way of Winning a household handbook for success in sales.
As a tech startup and unicorn, Klarna has a youthful and upbeat tone of voice that was crucial to capture in this internal campaign. In order to make the material fun, familiar and approachable, we created Kate and Bruno, two sales team characters around which all the material would be based.
By incorporating them into an engaging graphical representation of the merchant’s buying journey, we produced a fun and informative infographic and animated video, along with more in-depth training collateral including presentations and sales toolkits.
Excited and energised by the first round of deliverables, Klarna commissioned a further round of more shareable materials and stationery including posters, GIFs, trifold folders and even an A2 puzzle of the buying journey.
Both phases were incredibly well received, and the materials continue to be enjoyed by the Klarna team, both internally and at sales workshops around the world.