{"id":14447,"date":"2018-01-16T20:35:12","date_gmt":"2018-01-16T20:35:12","guid":{"rendered":"http:\/\/network.napco.com\/print-and-promo\/?post_type=article&#038;p=14447"},"modified":"2018-01-16T23:49:18","modified_gmt":"2018-01-16T23:49:18","slug":"ikea-print-ad-includes-pregnancy-test-like-ones-pee","status":"publish","type":"article","link":"https:\/\/network.napco.com\/print-and-promo\/article\/ikea-print-ad-includes-pregnancy-test-like-ones-pee\/","title":{"rendered":"Ikea Print Ad Includes Pregnancy Test (Like, The Ones You Pee On)"},"content":{"rendered":"<p>Ikea&#8217;s new print ad in Sweden includes a pregnancy test where women can, well, you know how home pregnancy tests work&#8230;<\/p>\n<p>&#8220;Peeing on this ad may change your life,&#8221; the ad says.<\/p>\n<p>Not only will the print ad, which appears in women&#8217;s magazine Amelia, provide life-changing information, there is still a pecuniary incentive for expecting readers. If they find out that they are, in fact, pregnant by peeing on the magazine ad, they&#8217;ll get a discount on a crib from Ikea.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Ikea wants you to pee on this ad and if you&#8217;re pregnant, it&#39;ll give you a discount on a crib <a href=\"https:\/\/t.co\/MjuUiQSkZz\">https:\/\/t.co\/MjuUiQSkZz<\/a> <a href=\"https:\/\/t.co\/wAMXt8IdkJ\">pic.twitter.com\/wAMXt8IdkJ<\/a><\/p>\n<p>&mdash; ADWEEK (@Adweek) <a href=\"https:\/\/twitter.com\/Adweek\/status\/950785492680953856?ref_src=twsrc%5Etfw\">January 9, 2018<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The ad, which was a collaboration between Ikea and Mercene labs, works like this:<\/p>\n<p>The pregnancy test strip uses antibodies that bind to the pregnancy hormone hCG, which causes it to change color. For the print ad itself, Mercene Labs developed a surface with active materials.<\/p>\n<p><a href=\"http:\/\/www.adweek.com\/creativity\/ikea-wants-you-to-pee-on-this-ad-if-youre-pregnant-it-will-give-you-a-discount-on-a-crib\/\" target=\"_blank\" rel=\"noopener\">Adweek<\/a> called it &#8220;the coolest pee-based advertising since Animal Planet put urine-scented ads at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show).&#8221;<\/p>\n<p>This is a pretty crazy gimmick, but it&#8217;s also extremely effective. Expecting mothers who might be reading Amelia will see this ad, and know they&#8217;re already in a group eligible for a discounted crib. And hey, maybe some women in Sweden will get some good news while doing a little reading, too.<\/p>\n<p>Aside from this particular use, this kind of technology could pave the way for more interactive print advertising. Think about potential clients in industries like healthcare, safety and more.<\/p>\n<p>Hopefully they remove this page before reading the rest of the magazine, though. <a href=\"https:\/\/www.sub-forms.com\/dragon\/init.do?site=NAP8_JPshortn&amp;PK=ADNB18\" target=\"_blank\" rel=\"noopener\">Print magazines are important!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ikea&#8217;s new print ad in Sweden includes a pregnancy test where women can, well, you know how home pregnancy tests work\u2026 &#8220;Peeing on this ad may change your life,&#8221; the ad says. Not only will the print ad, which appears in women&#8217;s magazine Amelia, provide life-changing information, there is still a pecuniary incentive for expecting readers&#8230;<\/p>\n","protected":false},"author":255,"featured_media":14448,"comment_status":"open","ping_status":"closed","template":"","coauthors":[29492],"class_list":["post-14447","article","type-article","status-publish","has-post-thumbnail","hentry","category-branding","category-marketing-and-sales","collection-the-latest","collection-todays-top-stories"],"_links":{"self":[{"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/article\/14447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/article"}],"about":[{"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/types\/article"}],"author":[{"embeddable":true,"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/users\/255"}],"replies":[{"embeddable":true,"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/comments?post=14447"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/media\/14448"}],"wp:attachment":[{"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/media?parent=14447"}],"wp:term":[{"taxonomy":"author","embeddable":true,"href":"https:\/\/network.napco.com\/print-and-promo\/wp-json\/wp\/v2\/coauthors?post=14447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}