Afterpay lands in IKEA stores, goes ‘full Swede’ in launch campaign
Afterpay has gone ‘full Swede’ in a new campaign with IKEA Australia, to celebrate the buy now, pay later platform being made available at IKEA stores.
Developed by Afterpay’s in-house creative team, the campaign humorously taps into IKEA’s Swedish heritage, using Nordic language to capture attention.
Coinciding with IKEA’s Black Friday sale, the partnership successfully launched mid-November. This week, the creative launched to build awareness of Afterpay’s availability both in-store and online, ahead of the holiday season.
“We’re thrilled to bring the convenience of Afterpay to IKEA customers across Australia,” said Katrina Konstas, country manager at Afterpay.
“Our campaign celebrates Swedish style while emphasizing the flexibility Afterpay offers. Whether you’re buying a holiday gift or tackling a home project, Afterpay empowers you to manage costs with ease.”
IKEA Australia’s marketing communications manager, Erin Falconer, added: “We love it when a partner truly speaks our language at IKEA, and Afterpay has taken it to the next level by going full Swede! With a shared desire for a campaign that stops Aussies in their tracks and grabs attention, we believe this creative execution delivers for both brands.
“Since launching Afterpay in mid-November, we’ve seen an incredibly strong response from IKEA customers, with around 600 orders via Afterpay per day, enhancing the shopping experience by making it more convenient and affordable.”
The campaign spans digital and social channels, as well as strategically placed OOH billboards near IKEA stores in Sydney, Melbourne, Brisbane, Canberra, and Adelaide.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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