IKEA went a wee bit kooky with its ad campaign targeting new mothers

Opinion is likely to be very divided on the promotion of a new magazine IKEA, which offers discounts cribs for expecting mothers. The only catch is that women have to pee in the ad, and if they are pregnant, the promo code will be revealed!

Ad, which runs in Amelia, one of the women's magazines most Digital Marketing Agencies in Stafford  widely read Swedish, supported by the strapline 'Pee This ad can change your life'. It is of course quite 'out there', but there is little doubt it will attract attention and stole some headlines. Hint ad advise women to "pee in the marked area and wait a few moments. If you are expecting, you will get a surprise here. "

The campaign was created by the Swedish advertising agency Åkestam Holst (Adweek International Agency of the Year for 2017) in collaboration with Mercene Labs. It uses the basic science of a pregnancy test, which detects if urine contains a hormone called Human Chorionic Gonadotropin (hCG), a reliable indicator of pregnancy; but to create interactive ads, claiming the agency is required to make some technical progress. It explains: "The pregnancy test strips are used as the starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in discoloration. For scaling up of these techniques and adopt to the physical format of print advertising, Mercene Labs has used their experience in the development of surface-active agents for microfluidics and medical diagnostics. "

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A full overview of the detailed advertisement in the short video below:

Although there are no plans to bring ads to the UK, our personal view is that we love the creativity and science behind the campaign, and it was nice to start the new year with a touch of playfulness. In a press interview, IKEA marketing manager Patrik Nygren-Bonnier has spoken of the desire of the brand to become a part of everyday life at home and "to show life as it was for many of us as we can" and become part of their "magical, life-changing moments "where possible. There is no doubt that for some couples get pregnant, after they get over the strangeness of urinating in a magazine ad, the ad will serve to draw on their heartstrings and triggered some Digital Marketing Companies in Stafford  emotional engagement with the brand. It will be interesting to see the impact this has on sales crib!

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