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Swedish furniture retailer IKEA has today announced the launch of the first-ever personalised interactive tour of their Swedish headquarters – exclusively created for new joiners to the free IKEA FAMILY membership scheme.

Launching this week the virtual journey takes members on a fully immersive tour of the Swedish town of Älmhult – home to the global HQ where IKEA was founded over 70 years ago.
Created by digital and direct marketing agency LIDA as part of the brand-new Loyalty Welcome Programme for IKEA, the newly signed up members will receive a ‘Welcome’ email driving viewers to a personalised online video. From here the tour commences on a journey through the streets of the town, bringing to life IKEA’s rich cultural heritage whilst also introducing the various benefits of IKEA FAMILY for new members.
Magnus Holst, Country IKEA FAMILY Manager UK & IE said: “By inviting our new IKEA FAMILY members on an interactive tour of Älmhult, IKEA’s spiritual home, we are reaching a watershed moment for the IKEA brand. Not only have we married technical innovation with fascinating content to bring customers closer to the brand; we’re using innovative data-capture to fuel communications so our new members get a richer and more personalized experience.”
Nicky Bullard, Executive Creative Director, LIDA, added: “The relationship between customer and brand has never been closer for IKEA. The immersive experience introduces a new standard in Welcome Programmes; incorporating data capture integration, brand interaction and technical innovation with customer experience and personalisation at the heart of the campaign.”
This offers never-before-seen access to the creative and business hub of the brand and includes visual personalisation as well as bespoke voice and motion tracking to make it extra engaging.
Consumers will be able to navigate around the virtual store via a user-friendly members’ landing page, taking them to new sections including:
• The design studio, where they get an insight into IKEA’s core ideas with videos explaining the history behind the functionality and design of their products
• The test lab, where the test lab manager gives the viewer a tour, letting them try out the machines used to test product durability and quality
• The exhibition area, showcasing some of IKEA’s most iconic products through video and text
• Moving to an IKEA cafeteria, like the ones found in IKEA stores worldwide, users can choose their preferred choice of hot beverage – one of the many perks they can enjoy for free as part of the IKEA FAMILY loyalty programme.
Visitors can also learn more about IKEA FAMILY, discover informative and quirky facts about IKEA, and take a quiz to find out how well they know the home furnishing retailer.

IKEA FAMILY is IKEA’s unique membership club – specifically created for fans of IKEA and offering a range of benefits and rewards – including special discounts on regular IKEA products, and access to the unique and exclusive IKEA FAMILY product range. What’s more IKEA FAMILY members are eligible for special in-store events where experts from IKEA run workshops and seminars to share their knowledge of the latest trends and techniques in home furnishing and interior design.

The agency responsible is LIDA.

Credits
• LIDA Art Director: Andy O’Carroll
• LIDA Copywriter: Spencer White
• LIDA Planner: Mily Williamson
• LIDA Account Director: Mark Harrison
• Production Company: Unit9
• Director: Michael Sugarman
• Post Production: Smoke & Mirrors
• Audio Post Production: Toolshed