This autumn, IKEA Sweden’s campaign “Wherever life goes”, which highlights the many changes people go through in life, has been widely recognised. Now, IKEA and its agency NoA Åkestam Holst are adding an unusual twist by letting customers turn real-life changes into new home solutions.
Life is constantly evolving, and as it does, homes need to keep up. With this new initiative, IKEA Family members in Sweden can register a life change they are experiencing and receive IKEA Family points to use on home furnishing solutions.
On IKEA.se/poäng, members can choose from 21 different life-change categories and submit proof that they are going through one of them. Once approved, points are added directly to their IKEA Family account, helping them update their homes to match new needs.
Examples of life changes include:
- Got dumped? Submit the breakup text and get points for a comfort blanket.
- Broke your leg? Submit a photo of your cast and get points for a bed tray.
- Newly married? Submit your wedding photo and get points for a matching set of bed lamps.
The initiative is created by NoA Åkestam Holst together with IKEA Sweden.
Credits:
IKEA Sweden:
- Jonas Westberg, Marketing communication leader, IKEA Sweden
- Cecilia Ridemar, Country Loyalty Leader, IKEA Sweden
NoA Åkestam Holst:
- Art Directors: Eva Wallmark, Michal Sitkiewicz, Joakim Estemar & Erik Nordenankar
- Copywriters: Rickard Beskow & Petter Nylind Creative Director: Daniel Vaccino Regi/Motion Creative: Lukas Östlund Creative Designer: Sara Bellafesta
- Chief Strategy Officer: Jerker Winther Strategist: Stina Hansson Stålbröst Account Director: Sophia Wattjersson
- Producer: Hanna Yngvell
- Account Manager: Anna Nollendorfs Artwork: Marie Wanberg Photographer: Daniel von Malmborg DoP: André Löwenbrååt
- Social Creative Strategist: Rosanna Hagald PR: Simon Le Pluart
Source: NoA Åkestam Holst
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