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Tuesday, July 17, 2018

Believe it or not, Ikea is asking pregnant women to pee on this ad to avail discounts!

Ikea, popular furtinure brand in a recent print advertisment published in leading Swedish women magazine Amelia magazine are urging reader to urinate on the page to get a special discout on cribs.

By: Trends Desk | New Delhi | Published: January 12, 2018 9:22:11 pm
ikea, ikea pregnancy ad, ikea peeing ad, ikea pee ad, ikea pregnacy discount ad, bizarre ad, odd ads, odd news, funny news, bizarre news, indian express The ad works in a similar manner as domestic pregnancy test kits work and changes colour to reveal the result.

Big multi-national companies have always come up with out-of-the-box strategy to make their products visible and get everyone talking. Although sometimes its whacky ideas can impress people, sometime it might gross people out and irk its audience. But one recent ad by Ikea has got everyone feeling uncomfortable if not baffled. Yes, the furniture and home accessories brand wants women to pee on their latest ad to avail a special discount. Wait, wait?

Don’t worry, you read it right. The Swedish-brand, in a recent print advertisement published in leading Swedish women magazine Amelia, is urging the reader to urinate on the page to get a special discount on cribs. Wondering why such an bizarre proposition to get the discount? Well, no matter how embarrassing and silly it sounds, it’s actual a unique ad that doubles up as a pregnancy test. Yes, using similar technology that is used in pregnancy-test kits that turn papers pink, ad agency Åkestam Holst created the ad in collaboration with Mercene Labs.

So, if the woman peeing on the page is pregnant, the ad reveals a special discounted price on cribs, that was previously invisible — in a similar fashion how pregnancy kits tell us if the results are positive.

“In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change,” the Swedish agency told AdWeek. “For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics,” it added.

Here’s how it works:

But more than generating a positive response, people on the Internet are freaking out with the bizarre idea. Many are questioning the hygiene factor of the ad. How does carrying a peed coupon healthy just for the sake of getting a discount, asked a few users on Twitter. While another quipped, “Never be a cashier at Ikea”. Twitter has been buzzing with reactions, sample these.

But putting all confusion to an end, creative chief Magnus Jakobsson told AdWeek that the ad is not a coupon. And one must not actually carry to a store to avail the discount. Phew! “You don’t have to bring an ad soaked in urine to Ikea to get the discount,” Jakobsson said.

“Rather, the discount is available to all members of the Ikea Family program. Thus, the ad really functions more as a simple, free pregnancy test—and encourages readers who are pregnant to join Ikea Family and reap the benefits,” the report added.

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