Published: Fri, January 12, 2018
Money | By Armando Alvarado

Forget your doctor, IKEA will tell you if you're pregnant

Forget your doctor, IKEA will tell you if you're pregnant

The ad which is running is running in Amelia magazine is brought together in association Mercene Labs that developed the tech behind it. "If you are expecting, you will get a surprise right here in the ad", the piece adds.

The company has created an ad for one of its cribs that says, "Peeing on this ad may change your life".

In 2012, a New York Times Magazine article sparked privacy concerns by describing big box retailer Target's attempts to use data to find out whether their customers were pregnant.

The print ad in question works as a pregnancy test, except that rather than revealing a symbol, it reveals text relating to one of the company's products.

Ikea has incorporated a pregnancy test into an ad for a crib in the Swedish homeware giant's latest marketing gimmick.

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Gone are the good old days when all you had to do was scratch a card and win prizes or discounts. "This ad is also a pregnancy test. Pee on the marked area and wait a moment".

"The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in color change".

The agency worked with industrial technology firm Mercene Labs to deliver the ambitious project.

"In order to make the interactive functions of this ad work in reality, we had to make several technical advancements", they told AdWeek.

"The reaction has been overwhelming, and inspired us to continue surprising and entertaining with the "where life happens" campaign", Ikea's Östman concluded.

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