Stockholm Media Week is one of Sweden’s largest media award shows, rewarding innovative, creative and effective media solutions. This year, OMD Sweden took Grand Prix and Gold in the Campaign of the Year category for work for clients McDonald’s and Klarna respectively. Klarna was also named Advertiser of the Year at the event.
The Grand Prix winning campaign for McDonald´s, “Driving visits to the kitchen”, saw us increase ROI by 500%, whilst decreasing cost per guest by 54%. Based on our own data and Facebook store visits data, we tailored and communicated the most optimal product, during the most optimal time and at the most optimal location, to the Swedish people. By connecting media buying, creative and McDonald’s product data in real time, we saw an increase to the time spent with our ads by 550%.
Our Gold winning campaign for Klarna, “Smoooth Dogg”, was a unique collaboration with the global superstar and icon Snoop Dogg with the aim to make the smoothest artist even smoother with the help of Klarna and its products. The multi-phased campaign which included earned, owned and bought media saw us work with data in a sophisticated way across all channels, to move the audience through the whole campaign funnel and messaging in a sequential manner which resulted in all time high results across both media and brand metrics.
Klarna went on to win Advertiser of the Year, with the judges stating:
“This year’s winner in the category “Advertiser of the Year 2020” shows the courage to do the unexpected and continues to disrupt the status quo in an archaic industry – financial services and banking.
By asking the question “What has not been done before?” and not adhering to traditional communication convention within their industry, Klarna dares to be truly innovative and thereby create true fame and attention not only in their home market Sweden but also on a pan-European playing field.
With the help of a solid and insight & data-driven media strategy, Klarna makes sure to continuously penetrate the clutter of communication in a very fragmented media landscape.
Klarna does and acts on things which other advertisers merely talk about doing. They aim for the stars and have a “larger than life” attitude in everything they do. This year’s winner is truly smooth!”