Modern Marketing

Shopping app Karma’s new ad takes plotlines to a whole new level

  • With a plotline, characters and a cliffhanger, Karma’s new ad definitely stands out.
  • What goes into creating a plot-heavy ad? And why go about doing that?
close

Email a Friend

Shopping app Karma’s new ad takes plotlines to a whole new level

A few weeks ago, Karma, a shopping app that helps consumers find the best deals and coupons for their purchases, published a pretty unique ad. The goal of the ad was to promote its new product, Pay with Karma, an embedded checkout option it launched in October.

As a shopping app just recently dipping its feet in payments, Karma seems to represent this intersection between financial and lifestyle products. Its new ad speaks to this, by showcasing the new financial product but also speaking to consumers’ wish for entertainment.

Apart from the attention-grabbing opening (another adjective may be a spoiler here), there are other things that set this ad apart. For one, it has a full-on storyboard. In it, two detectives must work together to solve an unseemly crime – all concerning the use of the Karma app as a shopping tool.

https://www.youtube.com/watch?v=aJaTM8V12Kw&authuser=0

The ad ends with a cliffhanger, leaving the viewer wondering, what on earth did I just watch, but also – what happens next?

The strategy behind this specific commercial, says CMO of Karma, Mor Pesso Eblagon, was to create a script that was entertaining, but with the brand’s main message written into the story’s jokes, rather than its central plot points.

The ad, which is three minutes long, addresses a challenge Karma was facing with its previous videos – drop-off rates. Making a commercial long was risky, said Eblagon, but it was a tradeoff to making it interesting.

“If you create something interesting, then people will want to watch it,” said Eblagon. “(...) I knew it was a risk, but I wanted to create something that people would want to watch.”

Karma’s main audience is its main user base – younger adults looking for the best deals and easy payment solutions.

To spread awareness for this ad among the core audience, Karma worked with several well-known influencers in the space, who posted videos of themselves reacting to the ad. In the video below, for example, we see celebrity drag queen duo Trixie and Katya, who have a YouTube following of 288K subscribers, watching the video and commenting throughout: 

The purpose behind these reaction videos was to keep comments on the Karma app itself between the lines, rather than in the forefront of the influencers’ commentary.

“They don't talk about the product,” said Eblagon. “They talk about the content, which is a commercial, which eventually [leads to talking] about Karma.”

To create the ad, Karma worked with writing-directing duo Noam Sharon and Tal Rosenthal and Mamash Productions Group. The commercial itself was filmed in Georgia.

One challenge that popped up along the way, said Eblagon, was creating a plot that feels relevant to people no matter where they are.

“We didn’t want a commercial that requires any localization,” said Eblagon. “This one just feels very international.”

The bigger obstacle, though, had to do with hitting the right level of funny and serious.

“We had to ask ourselves, how do we create this balance within the narrative of the commercial to not look too serious, because there is an element that can be a bit spooky,” said Eblagon.

Zooming out, Karma’s ad may speak to this need financial products are facing in appealing to their users on an emotional level, and keeping their attention. In other words, it’s not enough to send a propelling message – you need a propelling package as well.

“We knew we were competing with a lot of companies that might have bigger budgets, so we wanted to create something that will stand out,” said Eblagon.

As for what’s next in this series of commercials, she couldn’t share too much. Though, one thing’s true – the story will get weirder.

“I can tell you this is the safe one. It just escalates from here,” she said. “I'm really waiting to see all the creators' reviews and reactions. I think it's going to be mind-blowing.”

0 comments on “Shopping app Karma’s new ad takes plotlines to a whole new level”

The Customer Effect

The White House is proposing an increase in the capital gains tax. What will non-white groups gain?

  • The White House is proposing a hike in capital gains tax as part of a deficit reduction plan.
  • The taxation system in America needs another look, so far the balance has been tipped in the favor of investors and white households. Will the capital gains tax rebalance the scales?
Rabab Ahsan | March 15, 2023
The Customer Effect

Americans think financial literacy can help them cope with the cost of living

  • Consumer prices are rising and the cost of everyday goods is expected to remain volatile.
  • With the frequent ups and downs in the economy, consumers are starting to bank on financial literacy to help them weather the storm.
Rabab Ahsan | March 02, 2023
Modern Marketing

Wise rebrands, looks a lot like a global neobank

  • Wise has launched a bold new look.
  • The international money transfer firm is homing in on communicating its value proposition to international customers.
Zachary Miller | March 01, 2023
The Customer Effect

Consumers are relying more on credit in this bad economy

  • Due to economic headwinds, people are turning to credit to make ends meet.
  • What will this upswing mean for issuers in the future?
Rabab Ahsan | February 24, 2023
The Customer Effect

How are Americans coping with their financial burnout?

  • Americans are feeling financially overwhelmed due to sustained inflation and slow economic growth.
  • Many consumers are now putting a greater emphasis on financial well-being, and have increased their reliance on digital banking tools.
Sara Khairi | February 13, 2023
More Articles