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Ambient
Ikea: Harlem Shake
Loyalty programs and rewards systems have been around for years, helping brands build stronger relationships with their customers. So, when IKEA Sweden decided to launch a points system for its IKEA Family members program, it was clear that this wasn’t exactly a groundbreaking move. Instead of pretending otherwise, IKEA embraced the timing with a big dose of humor and self-awareness. In its launch campaign, created by Swedish agency Åkestam Holst NoA, the brand leaned into the idea of being way too late, jumping on a few viral trends that were hot over a decade ago. The campaign, designed for social media and online video, features IKEA employees taking on the Harlem Shake, the Mannequin Challenge, and even trying the Bottle Flip. All to deliver the message loud and clear: Better late than never! With this playful approach, IKEA proves that it’s never too late to make shopping more rewarding — and to have a little fun along the way.
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