00:00I'm not saying creativity is dead, but I think we see a clear trend that creativity is defined very differently and can now versus 10 years ago.
00:14At least in my opinion, I think we set the tone for changing finance and finance companies in many ways.
00:23Fintech didn't used to be hot, at least not when I joined Klarna.
00:26And nowadays, like fintech is on everyone's lips, everyone's trying to build a brand.
00:31Fintechs show up in a completely different way.
00:33And I think we actually paved the way for that change in the industry.
00:37There was a recipe for how to build a bank, a credit company, a fintech, right?
00:43You had to follow a specific rule set.
00:45And the biggest thing we did was to not follow that playbook.
00:49We did all the opposite things that you should be doing.
00:52We weren't blue, we went pink, you shouldn't be on social, we were on social, you shouldn't talk in a consumer-friendly voice.
01:00We did talk in a consumer-friendly voice.
01:02We did campaigns with Snoop Dogg, Paris Hilton, Super Bowl, you name it.
01:07We behaved, acted, showed up and talked as if we were a very consumer-friendly lifestyle brand.
01:17And we didn't hide behind the usual banking stuff.
01:21We're very known and tied to buy now, pay later, which is a fantastic way of paying.
01:27It basically means that you spit your payment in four equal parts and you pay no interest.
01:32Absolutely amazing.
01:34The thing with that is it's put fintech on the map.
01:37It's been the talk of the town for both retailers, e-commerce and fintechs for the last five years, maybe.
01:45And it's been a double-edged sword for us because we're very tightly linked to that.
01:49But if you look at what we actually do and what we, the products and services we provide to our consumers, it's way broader than that.
01:56We're launching a Klarna card.
01:58We have a banking license.
02:00We're today announcing that we're launching a mobile plans.
02:05So basically moving into that space as well.
02:09And for us, one of the biggest challenges we have currently is how do you change perception of something, right?
02:15How do you become more than what you have been known for in the last five years?
02:20How do you convince consumers, partners, the market, investors that you now have a completely different set of products and services?
02:29And how do you build a new relationship to those consumers?
02:32So that's what we're working day and night on.
02:34One of our biggest go-to-market strategies has been long-form videos, right?
02:39I think in the age of TikTok, in the age of Twitter, in the age of everything that's sub-4 seconds and fast, we actually have a story to tell.
02:48A story to tell about our brand, our services, about the products, how they work, how it gets onboarded, all of that.
02:54And the things that actually work well for us are long-form YouTube videos.
02:59Two minutes, five minutes, sometimes ten minutes, right?
03:03To me, YouTube is actually the only media currently that offers this long format where you can go deep on a new product offering,
03:10where there is a relationship to the viewer, right?
03:13That isn't just scroll, scroll, scroll.
03:15So that has been working well for us.
03:17So we're very big on YouTube.
03:19What we're seeing now is it's all about data modeling, targeting, performance marketing, GDPR, everything connected to performance, right?
03:30The pendulum swings back and forth, right?
03:33It used to be very, very weighted towards this artistic creativity.
03:39You know, Brazilian art directors were the heroes of Cannes.
03:42Now we're seeing, you know, data scientists being the heroes of Cannes.
03:46I, as always, believe in the middle ground, right?
03:49I probably think the pendulum currently has swung slightly too hard in the, you know, data prediction direction.
03:57Whereas I think a couple of years ago we were too deep in the, oh, we're all big artists here in Cannes and we should probably land somewhere in the middle.
