The Ikea Rewards Program Embraces Its Late Arrival with Humor
Georgia Wray Norsten — January 25, 2025 — Business
References: adage
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
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
Trend Themes
1. Humor-driven Marketing - Brands are increasingly using humor to engage customers, providing a relatable and memorable experience that can cut through typical advertising noise.
2. Nostalgia in Advertising - Companies are revisiting past internet trends to create nostalgic campaigns that resonate with audiences familiar with these cultural moments.
3. Delayed Innovation Acceptance - Businesses are embracing their late entry into competitive markets as a unique selling point, leveraging creative storytelling to transform perceived disadvantages into strengths.
Industry Implications
1. Retail - Retailers are finding innovative ways to engage customers, employing creative campaigns that make brand experiences enjoyable and impactful.
2. Advertising and Marketing - Agencies are redefining campaign strategies by integrating self-aware humor and nostalgia, which can foster deeper customer connections.
3. Loyalty Programs - Companies are overhauling loyalty programs to enhance customer retention, using entertaining and engaging methods to provide additional value.
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