What if someone asks you to pee in a print magazine?

Well, it must be Ikea then!

The Swedish retail giant is expecting a bump in sales thanks to its novel new promotion. It is inviting would-be mums-to-be to pee on its printed ad. The ad is effectively a pregnancy test and, if the test is positive, Ikea is offering a discount on its baby cribs.

A print ad that it a pregnancy test

Award-winning Agency Åkestam Holst The ad was created by Swedish advertising agency Åkestam Holst in conjunction with Mercene Labs, a medical diagnostics specialist.

The starting point was the antibodies that bind to the pregnancy hormone hCG and effect the colour change in a standard pregnancy test.

This process was scaled up and adapted in several ways to be used in the printed ad. And it seems that the innovation isn’t just pushing the boundaries of advertising.

Åkestam Holst told Adweek, “In order to make the interactive functions of this ad work, in reality, we had to make several technical advancements… Careful selection of materials, together with a controlled capillary flow have been crucial to the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.

Cot Bed Discount

Meanwhile, the ad is – unsurprisingly – generating a lot of press attention. The ad features the retailer’s Sundvik crib, which normally retails at 995 KR. When a pregnant woman pees on the ad, a discounted price of 495 KR is revealed.

It’s not clear whether any Swedish readers of Amelia magazine have peed on the ad.

Luckily for Ikea workers, successful results don’t need to be taken into the store to be redeemed. Mums-to-be simply need to sign up for an Ikea Family Card in order to benefit from the discount.

Print Innovation

It isn’t the first time Ikea has used paper marketing materials in novel ways to promote its products.

Last year, it gave its customers easy-to-follow recipes printed with food-safe inks on baking parchment onto which the ingredients could be loaded.

Nor is it the first time a urine-themed ad has been attempted. Adweek reminds its readers of the urine-scented advertising from Animal Planet. It was “placed at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show)”.

See more here: www.adweek.com