Personalised mailings are being sent to 900,000 Ikea Family members who have gardens, in time this weekend (May 4-5).
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 will receive a message playing on the truth that the weather can be pretty unpredictable, but with the help of Ikea, they can still make more of your garden.
Lida has 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 designed to help Ikea Family members create a bespoke weather report with the help of weatherman Harry Caine.
Ikea relationship marketing manager UK & Ireland Markus Weichselbaumer said: “British weather can be unpredictable during the summer months and this clever 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 added: “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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