IKEA to pregnant shoppers: Pee on our ad to receive a discount

IKEA to pregnant shoppers: Pee on our ad to receive a discount

A new ad for an Ikea cot that is now running in a Swedish magazine called Amelia has asked customer to pee on a strip pasted at the bottom of the ad because apparently, they've inserted a pregnancy test into the page!

The advertisement, which was made by Swedish ad agency Åkestam Holst and featured in Adweek, is now running in Swedish women's magazine Amelia.

It's the brainchild of Ikea's creative agency Åkestam Holst who worked alongside medical tech firm Mercene Labs to develop the ads which are based on similar technology used in your everyday pregnancy test strips. 'Peeing on this ad may change your life, ' reads the ad, which showcases Ikea's Sundvik crib. "I think we can use some of the same solutions to help our customers create better products in their areas of life science and medical diagnostics". If they're expecting, the price shown on the ad will drop, reflecting the price offered to those in the retailer's Ikea Family club.

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Ikea recently put out an ad that asks shoppers to pee on it, revealing a discount for pregnant shoppers. The ad does not specify whether a person has to bring a urinated-on paper into a store to redeem their savings, or if maybe it also reveals and code that can be used online.

The promotional campaign is being published in Amelia magazine, an influential Swedish women's magazine.

The ad is the work of award-winning Swedish agency Åkestam Holst, in collaboration with Mercene Labs. Careful selection of materials together with a controlled capillary flow have been crucial for the success of this project.

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