Lavender births the perfect family

This week Lavender celebrates bringing ‘Ikea Family’ into the world. The Sydney-based communications agency built the in-store kiosk system and website for Ikea Australia’s loyalty programme, as well as launching it with a fully integrated campaign. The communications consistently position the programme as “family without the bad bits”.

The communications use in-store point of sale, press, outdoor and online advertising to drive the key launch message, and core digital components to enhance the customer experience. These include touch-screen in-store kiosks for easy sign up, a full service customisable website (Ikea Family members can even decorate their homepage with their choice of Ikea print wallpaper), and an ongoing, personalised eCRM programme to communicate relevant offers.

“Practically every skill that Lavender offers has been put into thisproject. Strategy, integrated advertising creative, design and hugedollops of back and front-end digital. And the result is a unifiedpositioning that travels from in-store kiosk to billboard, press ad toeDM, website to POS poster and beyond. All for a brand and clients thathave been nothing but fun to work with. I reckon consumers will seethat fun too.” said Lavender executive creative director, Luke Chess.

“We wanted to design a loyalty programme that brings to life the Ikeabrand personality,” said Ikea marketing relationship manager Mark Tsen.”Lavender has delivered a fun and personable brand identity that wefeel is bang-on for our customers. They’ve then coupled it with thebrains of an impressive crm strategy and delivered it through a verysolid digital offering.”

Membership perks include free bottomless coffee every visit, discountson meals at the Ikea restaurant, exclusive savings on lots of products,an extended 12 month returns policy, and a weekly $250 Ikea gift carddraw.

Customers can join Ikea Family for free at Ikea storesnationwide, or online at ikeafamily.com.au