IKEA published a print ad that functioned as a pregnancy test — if you urinated on it and it showed positive, a discounted crib price appeared. This was a real, published advertisement.
The Full Story
Swedish agency Åkestam Holst created a print ad for IKEA's crib using the same technology as over-the-counter pregnancy tests. The ad ran in a Swedish women's magazine. You peed on it. If you tested positive, a discounted price appeared. The mechanism was precisely relevant: pregnancy equals need for crib, and the discount was exclusive to those who needed it most.
Why It's Crazy
An IKEA ad that requires you to urinate on it to access the price. This was a real, published print advertisement in a mainstream magazine. It won the industry's top award.
The Strategy Behind It
The ad worked at the most relevant possible moment — when someone is actually pregnant. The discount felt exclusive and earned. 'Only expectant mothers get this deal' is more compelling than '20% off cribs.' Physical targeting beat demographic targeting.
The Results
Won Cannes Grand Prix for Creative Data. Covered by every major news outlet globally. Became one of the most discussed print ads in a decade. IKEA brand awareness lift in the maternity segment was significant.
Steal This Idea
Can your ad only work for the exact customer it's intended for? Build the mechanic around the targeting. Make it physically or contextually impossible for anyone else to access the offer. That exclusivity is the message.
Campaign Details
- Industry
- Home & Furniture
- Budget
- Medium ($100K–$1M)
- Era
- 2010s · 2018
- Views
- 48,900
- Brand Size
- Enterprise
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