It’s not always easy to get your brand or product out there.
Companies spend billions of dollars each year trying to create adverts to draw attention to their brand. They go to great lengths to encourage people to buy their products and get people talking.
Ikea’s new advert has achieved all of this, thanks to its groundbreaking use of technology.
The interactive magazine advert offers a discount to expectant parents who are in the market to buy a cot.
Ikea Advert Doubles Up As A Pregnancy Test
The advert, printed in this month’s issue of Swedish lifestyle magazine, Amelia, explains:
“Peeing on this ad might change your life”.
The paper, featuring an image of Ikea’s Sundvik crib, doubles up as a pregnancy test. Using similar technology to a pregnancy test, the ad allows expectant parents an interactive shopping experience.
When the paper comes into contact with the pregnancy hormone hCG, the ad reveals a discounted offer. Expectant parents have the chance to pick up the crib at a bargain price.
As expected, the ingenious ad already has people talking, and news outlets around the world have covered the story. And it’s not just a clever marketing ploy. The pregnancy test really works.
The accuracy of the result is the same as you would expect from a home pregnancy test. It can be used four weeks after conception, when the levels of hCG are high enough to be detected by the pregnancy test strip in the ad.
Despite what the ad says, fortunately you don’t actually have to hand the advert to a cashier to get the discount. The offer simply raises awareness of Ikea’s Family Club, which allows families to receive discounted rates in store and online.
The creative advert has certainly grabbed people’s attention, and got everyone talking.
Would you pee on the ad to receive the discount?