This Ikea advertisement caught my eye when I was reading through Ad Age and I had to double take at my screen! This can not be real! Who in their right mind would actually pee on a magazine?
But wait, there's more!
IKEA's ad campaign is "Where life happens", they are trying to reach out to single working moms and divorced parents. The newest most talked about advertisement is in Amelia, a Swedish magazine. The ad is for a crib and in the magazine it tells everyone the regular price of the crib.
But the catch is pregnant woman who pee on the strip of the advertisement can see a discount rate. Ikea worked with Mercene Labs to develop this strip in the advertisement and they used an enhanced version of the typical pregnancy tests.
IKEA's marketing manager Patrik Nygren-Bonnier said "IKEA wants to be apart of the life changing moments". What is more life changing than having a baby? Nothing.
They are trying to reach out to the pregnant or young woman with their product that they are advertising and what better way then to help them out? Not only are they supplying a way for woman to check and find out if they are pregnant, but if they are then they are going to need a crib for the baby. On top of that they get a discount on the crib.
But on the other hand woman are supposed to bring in this advertisement to get the discount. I bet all of the people working at IKEA are going to love that!
Long story short, I believe IKEA found a brilliant way to stand out and reach out to their targeted market. This will leave a mark on people and that will get them talking to others and this advertisement will spread like a wild fire!
Well done IKEA!
http://adage.com/article/cmo-strategy/planet-fitness-campaign-expands-judgement-free-mantra/http://creativity-online.com/work/ikea-pee-ad/53526
https://news.sky.com/story/ikea-encourages-pregnant-women-to-wee-on-advert-to-reveal-coupon-11203547
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