IKEA Sweden has taken a fun and unexpected approach to launch its new loyalty program by reviving viral trends from a decade ago, like the Harlem Shake, Mannequin Challenge, and Bottle Flip Challenge. These playful activities, once internet sensations, have been humorously brought back as part of a campaign that celebrates the idea that “it’s never too late.”
Created by Swedish agency Åkestam Holst NoA, the campaign ties these nostalgic trends to the introduction of IKEA’s new points system for IKEA Family members in Sweden. Instead of trying to position the loyalty program as something revolutionary, the campaign embraces its timing with humor and creativity, showing that even latecomers can make an impact.
The short videos showcase IKEA employees attempting these long-forgotten challenges, making the message lighthearted and fun. The campaign’s goal is clear: to show that while IKEA’s loyalty program may have arrived later than others, it’s here to make shopping more rewarding—and to do so with a smile.
IKEA also plans to roll out this loyalty program globally by the end of the year, making the shopping experience more engaging for customers everywhere. This campaign is a reminder that adding a touch of humor and nostalgia can make even a late entry memorable.
Credits
IKEA Sweden
Michelle Gustafsson, Customer Engagement & Loyalty Manager
Mia Granath, Marketing communication leader
Åkestam Holst NoA
Michal Sitkiewicz – Art director
Eva Wallmark – Art director
Rickard Beskow – Copywriter
Sophia Wattjersson – Client Director
Agneta Oppenheim – Account Manager
Lukas Östlund – Director/Editor
Hanna Yngvell – Producer
Carlos Diaz Carrasco – Colorist
Marie Wanberg – Final Art
Sindra Liebe – Planner
Rosanna Hagald – Social Creative Strategist
