IKEA has come up with an ingenious way to get would-be parents into their Swedish stores. They’ve created a magazine ad that you pee on to determine if you’re pregnant.
No stranger to creating buzz with their advertising, the marketing innovation by Swedish agency Åkestam Holst, has been running the ad in the country’s popular Amelia magazine. The ad contains similar technology to a pregnancy test. If, after women pee on the marked area, it indicates they are pregnant, the ad reveals a previously invisible text offering a discounted price on an IKEA crib.
“In order to make the interactive functions of this ad work in reality, we had to make several technical advancements,” said Åkestam Holst in a statement. “The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change.”
And important note is that the ad is not a coupon. Therefore, you don’t have to bring an ad soaked in urine to IKEA to get the discount. Rather, the discount is available to all members of the IKEA Family program; merely functioning as a simple, free pregnancy test. The ad encourages readers who are pregnant to join IKEA Family and reap the benefits.
“People think it’s a strange, funny and likable ad. Well, mostly,” said Magnus Jakobsson of Åkestam Holst.
Learn more in the video below.
IKEA pee ad
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.