Ikea, the Swedish homeware giant, has come up with a novel way to get would-be parents streaming through the doors to the company’s cavernous outlets – a magazine advert for baby cribs that doubles as a pregnancy test.
Ikea is encouraging the possibly pregnant to pee on the ad in its latest catalogue, the paper of which contains similar technology to a pregnancy test. If the test is positive, then the ad reveals a special discounted price on cribs!
The marketing innovation by the Swedish agency Åkestam Holst, which has been running the ad in the country’s popular Amelia magazine, was first reported by AdWeek.
Mercene Labs, which helped create the ad, explained it had used the pregnancy test strip as a starting point and used the same technology to detect antibodies that bind to the pregnancy hormone hCG, resulting in a color change. “Technical advancements made during the work with this campaign have the potential to improve medical diagnostics,” the lab claimed.
Source: The Guardian