The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Promotional / Physical Items
Annual ID
OS23_DE105M
About the Work
IKEA’s loyalty program, IKEA Family, is free and easy to join, but with the proliferation of loyalty plays on offer from brands, IKEA Family was at risk of becoming another program filling up inboxes. To get IKEA Family back onto people’s radars, we needed something impossible to ignore. Our audience was twofold – the 250 most loyal (and valuable) IKEA Family members receiving the cards, and everyone else who we wanted to make feel very, very jealous.
We used one of IKEA’s most beloved icons, Swedish Meatballs, to create a new icon that made loyalty program members feel like total ballers. Introducing, the most ultra-exclusive, highly-prestigious reward card the world has ever seen – The BallerCard by IKEA Family, a fully gold card unlocking an unrivalled culinary experience: a year’s supply of IKEA’s Swedish Meatballs (or veggie balls).
Taking cues from the world of exclusive credit cards, every detail was designed to exude luxury and opulence. The fully gold card was cast in premium metal and completed with a bespoke logo depicting three overlapping meatballs topped with a tiny Swedish flag. During concepting the logo initially had just two meatballs, a third was added to avoid any legal action by a certain credit card company who has a similar, albeit meatball-free, logo…
The BallerCard was packaged in a premium meatball-scented box that was also fully recyclable (to align with IKEA’s values). It was delivered to IKEA Family’s 250 most loyal members, with a personal note to each Baller.
The results were pretty baller. $0 media spend, 4.1 million reach in earned media. 57% increase in store visits by Ballers. Retention rates of this audience grew 30 percentage points, to 87% from 57% retention rate. 204% search volume for ‘IKEA Family’ vs. previous year.
2023 Awards
Total Points: 3
Merit
Credits
Agency
CHEP Network / Sydney
Client / Brand
IKEA Australia
Chief Creative Officer
Gavin McLeod
Creative Director
Fee Millist
Cass Jam
Executive Creative Director
Justin Ruben
Associate Creative Director
Kate Allan
Dane Van Veen
Senior Account Director
Claire Hawksford
Country Marketing Manager
Jessamine Avila
Customer Engagement & Loyalty Manager
Kirsten Hasler
General Manager, PR
Nick Zonnios
Group Account Director
Hannah Austin
HEAD OF ART
Tim McPherson
Head of CHEP Films
Tash Johnson
IKEA Food Commercial Manager
Nicole Kurtz
Managing Partner
Mariana Rice
Senior Account Manager
Kate Power
SENIOR PRODUCER
Sarah Rogers
Sound engineer
Matt Thompson
Visual Arts Manager
Denis Bernar
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