In Brief

Furniture retailer ensures a fun application form that fits with the brand.

IKEA has relaunched its FAMILY loyalty program in the U.K and Ireland with a redesigned application form. The form now resembles a flat pack, something which is synonymous with IKEA and moving. The reader ‘opens’ the application as if they would with a box in order to reveal the programme’s benefits and also the application form. The flat-pack theme continues with the e-mails and mail the applicant receives regarding the loyalty programme.

Marketing specialist LIDA created the innovative direct marketing collaterals. Nicky Bullard, Creative Director at LIDA explained the concept and how the flat-pack application is “full of IKEA-ness.”

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