How are they going to turn it in for a discount?
Expectant mothers have a lot of expenses to deal with. They’ve got to buy new furniture and clothing for their little one, they’ve got hospital bills to take care of, and they know that their financial burdens will increase heavily when diapers and baby food are needed. There is at least one store out there who is trying to help out soon-to-be moms by offering them a deep discount on a crib.
To prove that they are going to have a baby, though, they’ve got to take a urine test using their magazine ad.
Swedish furniture maker Ikea has released a one-of-a-kind advertisement in Amelia Magazine, and the results are mixed. Women are asked to pee on a test strip at the bottom. If the women is with child, a discounted price will appear next to the crib at the top of the page. The Sundvik Crib will be discounted from 995 euros to 495 euros.
The ad was designed by the ad agency Åkestam Holst which has been creating ads for Ikea since 2013. This ad, however, required a lot more innovation than the standard print magazine advert. The ad agency released a statement to AdWeek to explain how they invented the eye-catching ad,
“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. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project.”
The ad agency feels that their innovation to move the positive antibodies to the middle of the page to reveal the discount has far-reaching implications ― it’s important for way more than ads! They continued:
“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. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.”
While Ikea and their ad agency are very pleased with the ad, reception has been mixed. Many people are wondering how the ladies are supposed to redeem the ad after it’s been urinated upon.
Twitter users are bringing up the possibility of people using the urine of others to get the discount. “There’s going to be a spike in black market pregnancy pee. Everybody loves a discount,” user @stevethefrist commented.
User @MyLaundryStinks discussed the rather unhygienic aspect of bringing in the ad. “It’s bad enough we retail folks get boob and sock money all the time. Now we’ve got pee coupons. What’s next, vomit receipts?” they wrote.
There plenty of jokes about the inventive ad as well. Twitter user @RobHemus claimed that he tried to get a discount but failed miserably. “Turns out I’m not pregnant. But I’m banned from Ikea,” he wrote.
While it remains to be seen if people are going to use the ad for its intended purpose, it’s a safe bet that people would do almost anything to get a 50% discount on a high-ticket item.
Would you pee on an ad to get a discount on a crib for your child? Let us know in the comments and SHARE this story!