According to a new IKEA campaign, daily step counts in Saudi Arabia are lower than in many other countries, averaging 3,807 steps a day.
With that market insight, IKEA Alsulaiman has launched “Step Buy Step,” a wellness-led in-store initiative created in collaboration with FP7 McCann. Launching on World Health Day 2026, the campaign aligns with a national movement in Saudi Arabia to promote more active and healthier everyday living.
Known for its showrooms and maze-like layout, IKEA has long been associated with extended store visits. What begins as a shopping trip can turn into a longer walk with additional turns and detours. With “Step Buy Step,” IKEA Alsulaiman builds on that behavior and gives it a defined role within the store experience.
Designed for IKEA Family members in Saudi Arabia, the campaign introduces a step-counting mechanic. At the entrance of participating stores, visitors receive a BRÄSLET step-counting bracelet to wear during their visit. As they move through the showroom, steps are tracked, and those who reach 4,000 steps before checkout receive a 10% discount on their final purchase.
The campaign launches as active living becomes more visible in the Kingdom. Under Vision 2030, “Quality of Life Program” — Saudi Arabia has continued to invest in communities through initiatives that encourage walking, sport and quality of life, said FP7 McCann.
“Step Buy Step” reflects IKEA Alsulaiman’s contribution to this movement by encouraging customers to walk more and providing a discount linked to steps taken. The in-store journey is structured to connect movement with the retail experience.
The campaign presents store navigation, including additional turns and pauses, as part of the step count that leads to a discount at checkout.
“At IKEA, we are always looking for meaningful ways to connect with people’s everyday lives,” said Rami Rihani, Chief Marketing & Communications Officer, Alsulaiman Group.
“With Step Buy Step, we took a behaviour already synonymous with the IKEA experience and turned it into something more purposeful – one that encourages movement, rewards exploration and reflects the growing focus on healthier lifestyles in Saudi Arabia. It is a simple idea, but one that shows how even the most familiar parts of our customer journey can create value in new and meaningful ways, while rewarding our IKEA Family members.”
“What makes this idea powerful is that it starts with the truth,” said Federico Fanti, Regional Chief Creative Officer, FP7 McCANN MENAT.
“People already joke about the IKEA maze: the wandering, the unexpected detours, the extra steps. So, we wanted to spin it to something positive. We turned it into a wellness mindset. Step Buy Step transforms a social gripe into a smart, feel-good call to move more, turning every aisle into a small win for Saudi consumers and a meaningful boost for the brand. It rewards movement, reframes the experience, and adds purpose to the path. Because at IKEA, the longer the walk, the better the outcome.”
Credits
CLIENT – IKEA
– Rami Rihani Group Chief Marketing & Communications Officer
– Ebba Ourfali Marketing Manager
– Raneem Kayal Social Media Leader
– Haadi Farooqi Performance Marketing Leader
– Payaswini Prasad Marketing Specialist
– Rafal Flamban Social Media Specialist
– Mohammad Abbas Group Loyalty & Customer Engagement Manager
– Lian Bahaddad Customer Engagement Specialist
Creative agency: FP7McCANN Dubai
Regional Chief Creative Officer: Federico Fanti
Executive Creative Officer: Nayaab Rais
Group Creative Director: Jonathan Cruz
Associate Creative Director: Diego Fernandez-Cid
Associate Creative Director: Francesco Negri
Associate Creative Director: Manar M Abdulla
Senior Copywriter: Wesley Jon
Senior Art Director: Roy Sebastian
Senior Arabic Copywriter: Shaza Yousef
FP7 McCANN Riyadh
Executive Creative Director: Saadi Alkouatli
Business Leadership
CEO: Tarek Miknas, FP7 McCann Dubai
Managing Director: Tarek Ali Ahmad, FP7 McCann Dubai
Group Account Director: Bachir Zouein, FP7 McCann Dubai
Associate Account Director: Caline Haddad, FP7 McCann Dubai
Creative Excellence
Global CCO: Javier Campopiano, McCann Worldgroup
Global Chief Creative Officer: Andrés Ordóñez, McCann Worldgroup
EVP, Global Creative Partner: Danilo Boer, McCann Worldgroup
Production
Motion Designer: Kaue Akimoto, FP7 McCann Dubai
Senior Motion Graphic Editor: Rana Alabiad, FP7 McCann Dubai
PR
Senior PR Manager: Roksar Kamal
Influencer team – MCN
Manager – Influencer Relations: Gaelle ElChidiac
Operations Executive – Influencer Marketing: Ibrahim Klink
