Ikea Brings New Life To Print

Ikea creates products for your everyday life. But as we know life comes at you fast. Sometimes it can all change in an instant and rather than just acknowledging these moments, IKEA took action.

In their latest ad in Amelia magazine, which is hailed as one of  Sweden’s most influential magazines for women the call to action is not “visit our store or website” but asks the female reader to pee on the ad, as it could change their life.

The IKEA Crib that is prominently featured has a strip along the bottom where the woman can apply urine. With a next level “pregnancy strip” embedded into the paper a positive test will reveal a new and discounted price for the crib – offering the holder the IKEA family discount.

Why It’s Hot

With the attitude that “print is dead” this ad literally and figuratively brings new life into the medium. By engaging with their consumers, and offering a reason to shop – IKEA may achieve what all marketers want: a connection with the consumer that drives them to purchase.