IKEA turns weather forecaster and al fresco party planner in major direct campaign
- LIDA supports IKEA ‘Make more of your garden’ initiative with clever personalised campaign –
NEWS May 2nd 2013. With the hottest months looming, there's never been a better time to make use of the garden we take for granted. So IKEA are turning forecaster and outdoor event planner, with the help of direct and digital marketing specialist, LIDA, to help customers make more of their gardens.
When the sun shines, we’re never really prepared, so LIDA have created a series of clever, personalised weather-activated communications.
The latest campaign targeting IKEA FAMILY (loyalty customers), is designed to inspire them to transform their garden into a space to dine, wine, or unwind al fresco, as well as help them invite their friends over to make more of their outdoor space with them.
The campaign will include a mailer featuring a personalised weather forecast for each IKEA FAMILY member’s garden (see below). Meanwhile an online invitation tool and an online planner will help them make more of their outdoor space.
Personalised mailings are being sent to IKEA FAMILY customers with gardens this weekend (May 4-5). A total of 900,000 customers will either receive an actual weather forecast for their garden encouraging them to get outside and enjoy it. Or if temperatures will be below 14°C, they’ll receive a message playing on the truth that the weather can be pretty unpredictable in this country, but with the help of IKEA, you can still make more of your garden.
LIDA have also created an online planner tool, designed to help people turn their gardens into the perfect space for the kids to play, to entertain friends, or to relax in, 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. When the sun’s shining we feel much more inclined to socialise and entertain. So the invite tool is designed to help IKEA FAMILY members create a bespoke weather report with the help of weatherman Harry Caine. Harry will encourage their friends to enjoy an al fresco event with them by delivering a fun weather report, for the IKEA FAMILY member’s garden.
Markus Weichselbaumer, Relationship Marketing Manager UK & Ireland said: “British weather can be unpredictable during the summer months 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.”