For every shaped family

The latest addition to the IKEA Family loyalty offering, dynamic and personal reward keys, aim to reward customers not only for purchases and spend but engagement with the brand too. With Wunderman Thompson UK, IKEA launched their newest benefit; reward keys from IKEA Family with a multi-market integrated campaign aimed at ‘Every Shaped Family’.

As a retailer of the affordable, IKEA have been supporting the home furnishing needs of households around the world for years. Established in 1984, today IKEA Family reaches and inspires over 170 million members.

A lot has changed, but IKEA’s curiosity remains the same. Their inspiration has always been customers and its on-going ambition is to know customers tastes, ideas and plans to help inspire, advice and support them better.

The addition of new reward keys means that IKEA can continue to help IKEA Family members along their journey to achieving home furnishing ideas and dream projects, by rewarding them for not only their spend but their interaction with the brand too.

Through its whole brand thinking approach, Wunderman Thompson identified that there was confusion around who IKEA Family is and who it’s for, with many assuming it’s only for traditional, nuclear families. To coincide with the launch of the new reward keys, the integrated campaign further celebrates IKEA’s inclusive and democratic culture and raises awareness of IKEA Family amongst an expanded audience.

‘For every shaped family’ redefines what it means to be family and includes a 30-second film, and a series of print and social executions which showcase a range of family scenarios. From a man with his ‘plant-babies’ to an expectant mother, to a mature couple and a group of housemates sitting down for a family dinner. The campaign is diverse as it is inviting and inclusive.