IKEA does it again! Their new ad is a new concept to advertising. Not only does it give the reader information on IKEA Baby Products, it also is a free pregnancy test. Some may say its gross, but if you think about it, it’s a totally new way to advertise their Baby Furniture. If definitely gets your attention.
The first thing to note, creative chief Magnus Jakobsson told AdWeek—and maybe this wasn’t clear before—is that the ad is not a coupon. “You don’t have to bring an ad soaked in urine to Ikea to get the discount,” Jakobsson says.
Rather, the discount is available to all members of the Ikea Family program. So the ad really functions more as a simple, free pregnancy test—and encourages readers who are pregnant to join Ikea Family and reap the benefits. (Families who are adopting, of course, can do the same—it’s not a discount for pregnant women only.)
“Ikea takes pride in offering affordable solutions for all stages of life. This is just another way of providing a surprising and relevant offer at a moment in life when big changes happen.”