La Cömunidad
- Brand
- IKEA
- Year
- 2022
- Objective
- Loyalty
- Industry
- Retail
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Wild
- With
- MRM Spain
- With
- Christo Penev
Objective
Going into the holiday season, IKEA Spain wanted to reignite its IKEA Family loyalty club by giving members a reason to sign up, enter their membership card number, and spend time with the brand. The game also carried the "community" theme of the wider Móntate una vida mejor campaign — that neighbours looking out for each other make a home, and a life, better — while quietly funnelling new sign-ups into the free loyalty programme.
Solution
Playing starts with building an avatar from a set of options, then entering an IKEA Family membership card number to get in — the game is only open to members of the free loyalty club. That drops the player into a shared 3D house, where four short episodes each ask them to help a different neighbour, all solved the same way: drag the object on screen to wherever it's needed. Progress saves automatically, so a session can be left and picked up later. The more of the four episodes a player finishes, the higher they climb up a prize ladder, from a €20 gift card up to a full room renovation worth up to €4,000.
Results
IKEA Family's engagement and sign-up targets for the campaign were exceeded within 18 hours of launch.
- 1
The game opens from a landing page for IKEA's "Móntate una vida mejor" campaign, where the player launches "La Cömunidad IKEA Family."
- 2
Before entering, the player builds a personal avatar from a set of appearance options; this avatar becomes the resident the player controls.
- 3
The player must enter an IKEA Family membership card number in a required form field, which gates entry into the prize draw.
- 4
The avatar arrives in a virtual apartment building where neighbors help one another, and the player chooses which of four mini-games to play.
- 5
Each mini-game is a simple drag-and-drop task tied to a communal space: shelving a book in the lobby library, watering shared plants on the terrace, assembling a new neighbor's chair from its parts, and decorating the building's Christmas tree with ornaments.
- 6
If the player leaves mid-session, progress is saved and the game can be resumed later from where it left off.
- 7
The number of mini-games completed determines which prize tier the player enters: one game qualifies for a pool of 50 gift cards worth €20, two games for 30 cards worth €50, three for 20 cards worth €100, and all four for a chance at a full room renovation worth up to €4,000.
