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The Ikea rewards program is finally here, and Ikea Sweden is owning its late entry to the loyalty game with a self-aware, humorous campaign. Created by Swedish agency Åkestam Holst NoA, the ‘Better Late than Never’ initiative pokes fun at the brand’s tardiness by revisiting viral challenges from over a decade ago.
In a series of playful spots, Ikea employees are seen taking part in 2014’s biggest internet trends, including the ‘Harlem Shake,’ ‘Mannequin Challenge,’ and ‘Bottle Flip Challenge.’ The campaign cleverly flips the notion of brands hopping on trends too late, turning what could be cringeworthy into a lighthearted acknowledgment of Ikea’s ‘fashionable lateness.’
The new points system for Ikea Family members adds value to every purchase, and the campaign reinforces the idea that, even if it’s late, great things — like loyalty rewards — are always worth waiting for. Running online and across social media, it’s a fresh, funny take on customer engagement.
Image Credit: IKEA
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