In the Basque Country, it is only on rare occasions the temperature exceeds 20 degrees. That’s why the Barakaldo store sells the least terrace furniture of all IKEA stores in Spain.

We produced the first radio spots connected to the National Weather Center in such a way that they only air on days for which the forecast is for warm weather. In addition, the temperature was matched by the promotion: the higher the temperature, the bigger the discount.

We got many people going out in sunny days. Not only that, but they went into IKEA Barakaldo. We increased visitors and sales for outdoor furniture in almost 30%