Ikea turns weather forecaster and al fresco party planner in new campaign
Working with direct and digital marketing specialist LIDA, Ikea will target Ikea Family (loyalty customers) with a personalised campaign designed to inspire them to transform their garden into a space to dine, wine, or unwind al fresco.
The campaign will include an email featuring a personalised weather forecast for customers’ gardens. Meanwhile, an online invitation tool and an online planner will help them make more of their outdoor space.
The personalised mailings will be sent to loyalty customers with gardens this weekend with 900,000 customers either receiving an actual weather forecast for their garden, or if temperatures are below 14°C, a message saying that although the weather can be unpredictable in the UK they can still make more of their garden with Ikea.
LIDA have also created an online planner tool, designed to help people to improve their garden spaces which customers will be able to share on Facebook and other social media sites from next week.
Further activity will also include an online invite tool that customers can use to create a bespoke weather report with the help of weatherman Harry Caine who will deliver a "fun" weather report for customers’ gardens.
Markus Weichselbaumer, Ikea’s relationship marketing manager UK & Ireland said: "British weather can be unpredictable during the summermonths and this clever Ikea Family campaign is designed to make people think differently about their outdoor space, whatever the weather. From gazebos to weather proof furniture, Ikea's wide range of affordable, outdoor living solutions are designed to inspire people to make more of their gardens come rain or shine."
LIDA executive creative director Nicky Bullard said: "We’ve had fun personalising with possibly the most unpredictable variable of all – the British weather. When the sun comes out, our personalised weather forecasts are sent out, along with all the inspiration you need to really enjoy your outdoor space."
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