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Ad in the Picture: IKEA makes people pee on this ad to get a discount

IKEA pregnancy test print ad

IKEA’s new print ad helps consumers find out if they’re moving on to their next big life stage by informing them if they’re pregnant. (click to see the video)

The ad, which showcases the company’s Sundvik crib, encourages viewers to simply pee on a small marked strip on the bottom of the ad. If they’re expecting, the price shown on the ad will drop, reflecting the price offered to those in the retailer’s Ikea Family club.

Ikea and Akestam Holst worked with med tech lab Mercene Labs on developing the ad, which used enhanced version of the technology used in typical pregnancy test strips.

According to Mercene, its work on the ad may lead to new business oppurtunities. « We had to push ourselves to come up with several clever solutions to make the concept of the ad work in reality, » says Jonas Hansson, Head of new opportunities at Mercene Labs. « I think we can use some of the same solutions to help our customers create better products in their areas of life science and medical diagnostics. We will also develop a new substrate material for medical diagnostics based on what we learned in this project. »

Source: AdAge

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