If you thought everything was invented in advertising, you are wrong. The Swedish agency Åkestam Holst starts the year 2018 with a completely revolutionary advertising action included in one of Sweden's most influential women's magazines.
It is an interactive proposal. Ikea invites women to urinate in a booklet, and if the result shows that they are pregnant, They get a significant discount on one of their cribs.
It turns out that the booklet integrates the same technology used in pregnancy tests. It contains a test strip in the lower part that, when in contact with urine, reveals whether or not it presents levels of the pregnancy hormone, the human chorionic gonadotropin hormone (GCH).
If the result is positive, the announcement reveals a new price with significant discount compared to the original price of the Sundvik crib. Specific 500 Swedish kronor (50 euros) discount.
The ad was created in collaboration with a Mercene Labs, a laboratory that helped integrate the pregnancy test into a different physical format than what we are used to.
Without a doubt, a curious way to announce a discount. The future in interactive advertising is here.
