Ikea: Ikea Handcrafted by LIDA

Tasked with helping IKEA build a stronger relationship with members of the IKEA FAMILY, the campaign, created by LIDA, sees a cross-stitched ‘email’ sent in the post to a targeted group of the member base.

As IKEA FAMILY’s most valuable members, LIDA wanted to create something extra special for them in exchange for their email address. Something that would show they are valued and appreciated customers, but also act as a reminder that IKEA aren’t like other retailers – and neither are their communications. So LIDA had to think outside the box in order to get IKEA FAMILY emails to the inbox of these members and came up with the first cross stitched email.

The tactile cross stitched DM is a unique and memorable way to communicate an opt-in message. It featured a unique URL prompting recipients to go online, update their details and receive a £5 coupon to use in-store.