The Challenge
The IKEA Family loyalty program had already reached major city audiences through mass media. But over time, new registrations started to decline. IKEA needed a fresh way to reconnect with people – especially new, unique users – and inspire them to join the program.
The Insight
Bring IKEA Family closer to local communities.
The Solution
We partnered with KINO PAVASARIS “Kino Karavanas” (Film Caravan) — a beloved summer cinema tour traveling across Lithuania. Together, we turned each movie night into a mini IKEA experience. Before the screening custom IKEA Family TV ads set the tone on the big screen.During the event guests enjoyed films from comfortable IKEA seating furniture. The IKEA Family team welcomed visitors, explained program benefits, and helped them register on the spot. Attendees also savored IKEA hot dogs and captured memories in a playful IKEA photo booth.
The Impact
The activation re-energized the IKEA Family brand, transforming a typical film event into a memorable, shareable experience. It helped revive registrations, strengthen emotional connection with the brand, and bring IKEA’s values.
