IKEA turns loyalty into a playable experience

IKEA Denmark has launched “Collect Points with IKEA Family”, a campaign that reimagines its updated membership benefits as a real-world gaming experience.

Created by Marketsquare, the work introduces a points-based system for more than 1.5 million Danish members, allowing them to earn rewards through everyday interactions such as shopping, attending events or logging into their profile.

Points can then be redeemed for discounts, delivery or even in-store food.

The campaign frames these mechanics through the lens of gaming.

A series of short films depicts in-store actions as missions and levels, designed to make the system intuitive and engaging.

“Our ambition was to make a loyalty benefit tangible and easy to understand, without making it dull,” says Ditlev Kofoed Schiller, Client Service Director at Marketsquare.

“When it feels like a game, people are naturally encouraged to explore how to earn points in practice.”

The creative platform, built around the line “Collect points with…”, turns everyday customer behaviour into a playful journey.

Jonas Quist, Creative Lead at Marketsquare, adds that the gaming framework opened up “a range of playful and visually rich ways to showcase the benefits”.

The campaign is now rolling out more broadly after an initial launch across IKEA’s owned channels.

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