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Get personalised weather reports for your garden
Monday, 13th May 2013 at 9:17am
IKEA is continuing their campaign to get people to use their gardens more, following on from their interesting Gnome ad.The Swedish furniture company has this time sent out digital and direct mailers to customers, giving them a weather report for their garden over the recent Bank Holiday weekend.
The mailer, created by LIDA, was sent out to the 900,000 IKEA Family loyalty customers, encouraging them to make the most of their gardens, weather permitting.
There is also an online invite system so that IKEA Family members can create fun, bespoke weather reports with the help of its weatherman, Harry Caine, to encourage friends and family to visit.
The campaign could work well, with its level of humour and personalisation, coupled with the unpredictable weather we face in Britain.Tagged IKEA, LIDA, weather, direct mailer, digital mailer, personalised, marketing
How PR stunts can go horribly wrong
Friday, 3rd February 2012 at 8:26am
The problem is that the stunt involved paying to name the cold front, now sweeping Europe, 'Cooper' after the Mini Cooper - a cold front that has claimed many lives.
Germany's meteorology institute allows the sponsorship of weather systems and the advertising agency says on its website that naming the front after the open-air vehicle was a "wind- and weather-proof idea".
It encouraged people to follow the path of the weather on meteorological websites and has also named a warmer weather front that will follow this one "Minnie".
This just shows how careful you need to be with PR stunts and how they can back fire! A great shame as it was a good idea.
By the way, can you get weather insurance for naming a weather front?
Click here for more info on the BBC
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