IKEA Family Reward Key

Families come in all shapes and sizes, there are ones you’re born into, ones you choose, and even ones that choose you. No matter who you call family, or where you are in life, when it’s time for a change, a little support can go a long way.

Which is why we wanted to communicate that IKEA Family Rewards is built around the customer. Just like IKEA’s famous Allen key, rewards keys are designed to bring things together. Each key connects customers to great benefits, helping them build a better life at home with the people that matter. The more you connect with your IKEA Family, the more keys you collect, and the more rewards you get to choose from. This new approach meant customers are rewarded them for not only their spend but their interaction with the brand too.

To support the launch of the new reward keys, the integrated campaign further celebrates IKEA’s inclusive and democratic culture and raises awareness of IKEA Family amongst an expanded audience. 'For every shaped family' redefines what it means to be family and includes a 30-second film, and a series of print and social executions which showcase a range of family scenarios. From a man with his 'plant-babies' to an expectant mother, to a mature couple and a group of housemates sitting down for a family dinner. The campaign is diverse as it is inviting and inclusive.