Peeing with Ikea
Print ad featuring a built-in pregnancy test—Ikea is causing a stir in Sweden.
Digital advertising can't offer certain things. For example, the ability to pee over them to see a discounted price for the crib - if the pregnancy is positive. The Åkestam Holst agency created the full-page ad and placed it in the Swedish women's magazine Amelia. Presumably in the knowledge that the campaign would also cause a stir outside the Swedish, female readership. Good ideas are independent of target groups.
But the idea would be even better if an exclusive discount code were visible instead of the Ikea Family price. Which only expectant mothers could redeem.
Whether the whole thing works as perfectly as in the Case Movie - you would have to test it. So if you are currently pregnant, in Sweden and an Amelia reader: We are curious. (hae)
