Ikea attempts viral challenges from 2014 to belatedly introduce a rewards program

Loyalty systems and rewards have been around for a while. One could argue they’ve been standard practice for brands for years. But Ikea Sweden is a little late to the party and only recently launched a points system for its Ikea Family members program. Rather than pretending it’s making a groundbreaking move, Ikea Sweden’s latest campaign embraces its fashionable lateness to the loyalty system with humor and self-awareness. Created by Swedish agency Åkestam Holst NoA, “Better Late than Never” features several spots depicting Ikea employees hopping on hot and viral trends—from over a decade ago. Employees do the Harlem Shake (above), the Mannequin Challenge (below) and even the Bottle Flip Challenge (below), which were all cool circa 2014. The playful campaign flips the idea of brands making trends cringe, leaning into the idea that hopping on trends is funny when brands are intentionally uncool, and that it’s better late than never to introduce shopping rewards. The campaign will run online and on social media. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Ikea attempts viral challenges from 2014 to belatedly introduce a rewards program

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