Would You Pee on Ikea's Pregnancy Test Ad for a Huge Discount?

IKEA Wants Women To Pee On Ad To Get A Discount. No Really

The ad uses the same science as a pregnancy test and unveils a discount on baby cots if the person urinating on it is indeed pregnant.

It may be hard to digest, but IKEA is really asking women to pee on an advertisement to get more information about the available discount.

The paper used in this latest venture actually contains the same technology as that used in a normal pregnancy test kit.

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Talking about good advertising, IKEA, a Netherlands-based furniture company, has come up with an ingenious and novel ad that has successfully become the first viral ad of 2018...

The concept works in basically the same way as a traditional pregnancy test, reacting to hCG hormone, which is found in pregnant women.

The ad, which was published in a Swedish Magazine, urges women to pee on a strip attached to the page to earn a discount.

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"Peeing on this ad may change your life", the advertisement in the Amelia, a popular women's magazine, reads.

Genius idea from Ikea - Ad doubles as a pregnancy test. Explaining their approach the agency wrote: "In order to make the interactive functions of this ad work in reality, we had to make several technical advancements".

Adweek spoke to creative chief Magnus Jakobsson from the Åkestam Holst agency, who says the ad serves as an enticement for pregnant readers to joint the IKEA Family and reap the benefits. No one wants to pee on a magazine ad to get a coupon code. And that it fits nicely into IKEA's "Where Life Happens" brand.

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