We surprised & rewarded IKEA customers

Objectives:
– Drive footfall into store through incentive marketing
– Reward customers who signed up to IKEA Family reward scheme
– Encourage new customers to sign up for the scheme

IKEA’s agency asked the Unmissable team to devise a selection of Swedish-style prize ideas to support their ‘Swipe a Surprise’ incentive marketing campaign.

The instant win campaign rewarded loyal shoppers who had signed up to the IKEA FAMILY card. It was designed to drive footfall into stores during the promotion period, and encourage new customers to sign up to the card.

To enter the promotion, customers swiped their family card when making a purchase. At the bottom of their receipt would be a barcode and a number. They could then scan the barcode at an in-store IKEA FAMILY kiosk or enter the number online to see if they’d won.

IKEA looked for Unmissable inspiration for their top tier prize pool. The results were a fantastic trip to Sweden, private gourmet chef Swedish dinner parties in the winners’ homes, and memorable family photo shoots.

Were they happy?

The promotion was initially run as a test in IKEA’s Southampton store.

However, it was such a hit that they’ve since rolled it out nationwide.

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