20 March 2026. IKEA Denmark has launched its new campaign, “Collect Points with IKEA Family”, introducing updated membership benefits to more than 1.5 million Danish IKEA Family members. Members can now earn points and redeem them for discount codes. Developed by Marketsquare, the campaign presents the mechanics as if lifted straight from a video game and brought into real life.

Turning loyalty into play
IKEA Family is one of the world’s largest loyalty programmes, with around 150 million members globally and approximately 1.5 million in Denmark. With the new initiative, members can earn points every time they shop, attend events, log in to their IKEA Family profile, and more. Points can be redeemed for discounts on purchases, delivery, or even the next plate of Swedish meatballs in-store – adding extra value for loyal customers.

To bring the benefits to life, Marketsquare drew inspiration from the world of gaming.

Ditlev Kofoed Schiller, Client Service Director at Marketsquare, explains:
“Our ambition was to make a loyalty benefit tangible and easy to understand, without making it dull. When it feels like a game, people are naturally encouraged to explore how to earn points in practice.”

At the heart of the campaign is the concept “Collect points with…”, where the system is visualised as a real-world video game. A series of short films presents point-earning opportunities and rewards as if they were missions and levels unfolding inside IKEA stores.

“How do you explain points and rewards in a way people actually want to engage with? Framing it as a video game suddenly unlocked a range of playful and visually rich ways to showcase the benefits. It also gave us a broad creative playground to work within. Collaborating with Mystic and Anders von Holck ultimately became an exercise in killing our darlings – because the universe was so immersive, it was easy to get completely absorbed in it. Just like a great game,” says Jonas Quist, Creative Lead at Marketsquare.

The new benefits were initially introduced on IKEA’s own channels in November and are now being rolled out more broadly to demonstrate just how easy it is to start collecting points with IKEA. 

Nadine Holtorp, Customer Engagement & Loyalty Manager at IKEA Denmark, adds:
“IKEA Family plays a key role in how we build lasting relationships with our customers. We want to support them every step of the way as ideas turn into projects and we’re pleased to offer even more benefits at a time when many are focused on getting the most value for their money.”

The films are produced by Mystic Collective and directed by Anders von Holck.

Credits
IKEA Denmark
Nadine Holtorp, Customer Engagement & Loyalty Manager
Jakob Lykke, Country Marketing Communication Manager
Pernelle Krogh, Country Marketing & Consumer and Customer Insights Manager
Lene Kiel, Marketing Communications Specialist
Marketsquare
Jonas Quist, Creative Lead
Louis Isaak, Creative Lead
Ida Marie Aagaard, Copywriter
Ditlev Kofoed Schiller, Client Service Director
Laura Balslev Handest, Account Manager
Nicolai Schierbeck, Producer 
Mystic Collective
Anders von Holck, Director of Photography
Gustav Meiling, B-camera
Emil Dahl, Assistant
Kasper Notlev, Executive Producer
Emma Sonne-Hansen, Production
Oscar Axelsson, Editor