If there’s one thing IKEA is good at hacking, it’s advertising. They’ve done some brilliant work over the years and now, they surprise us again. With pee, no less. It may sounds gross, but the concept is genius.
The headline says:
“Peeing on this ad may change your life.”
The IKEA ad then continues, “This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad.”
If you’re pregnant, peeing on the target area will unlock a special offer for you.
Here’s a video showing how the ad works.
Developed by Swedish agency Åkestam Holst in collaboration with Mercene Labs, the technology on the ad is similar to that in pregnancy-test kits. On detection of pregnancy hormone hCG, the page will reveal a discounted price for the Sundvik crib, reduced from 995 krona to 495 krona. The ad is currently running in Amelia magazine, a leading women’s magazine in Sweden.
No details were given on how the expectant parent is supposed to redeem the discount. Present a urine-stained ad? Urgh.
Don’t get too excited though. There are no plans to place this ad in other markets, including the U.S.