Published: Wed, January 10, 2018
Money | By Armando Alvarado

IKEA's unusual new Swedish promotion

IKEA's unusual new Swedish promotion

The discount code will only reveal itself to women who are pregnant. 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. Its latest print ads, from Swedish advertising agency Åkestam Holst, contain a swatch created with chemicals similar to those found in at-home pregnancy tests.

Peeing on Ikea's new printout ad could get you a special discounted price on cribs... if you're pregnant. 'Peeing on this ad may change your life, ' reads the ad, which showcases Ikea's Sundvik crib.

Standard pregnancy tests are so 2017 - this year it's all about weeing on magazine ads to find out if you have a bun in the oven.

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The urine has to be applied to a strip near the bottom of the ad. But instead of a simple change in color to indicate a pregnancy, a positive test result reveals a roughly 50 percent discount on a crib. It is running in one of Sweden's most influential women's magazines, Amelia.

Conceived by Swedish agency Åkestam Holst in collaboration with Mercene Labs, the ad requires significant leaps in technology in order for the coupon to work.

'For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. The company created a video demonstrating how to use the test. Careful selection of materials together with a controlled capillary flow have been crucial for the success of this project.

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