IKEA: Case study

Credits & Description:

Brand: IKEA
Agency: Akestam Holst
Technology: Mercene Labs
AKESTAM HOLST NOA Stockholm, Sweden Entrant Company
AKESTAM HOLST NOA Stockholm, Sweden Idea Creation
AKESTAM HOLST NOA Stockholm, Sweden Production
AKESTAM HOLST NOA Stockholm, Sweden PR
CARAT Stockholm, Sweden Media Placement
Magnus Jakobsson Akestam Holst NoA Creative Director
Evelina Rönnung Akestam Holst NoA Art Director
Hugo Wallmo Akestam Holst NoA Art Director
Kjell Månsson Akestam Holst NoA Account Director
Mimmi Morén Akestam Holst NoA Account Manager
Anna Forsberg Akestam Holst NoA Graphic Designer
Ida Persson Akestam Holst NoA PR Director
Nisse Axman Akestam Holst NoA Motion Designer
Henrik Adenskog Akestam Holst NoA Agency Producer
Published: January 2018
Synopsis:
Follow the instructions and simply pee on the marked area and wait for a few minutes.
If you are pregnant IKEA will offer you a better price on baby cribs with the IKEA FAMILY discount.
Right there, in the ad.
IKEA. Where life happens.
Translation
Peeing on this ad may change your life
This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad.
995:– SUNDVIK crib, black-brown
Pee here:
WHERE LIFE HAPPENS
Legal: IKEA or anyone else involved in this promotion can not guarantee that this ad serves as a reliable pregnancy test. Always consult a doctor for questions about pregnancy. The price applies to IKEA FAMILY members. January 3, 2017 or as long as the stock is sufficient.
Entry Summary
Starting a family is the start of a new life stage, where IKEA becomes super relevant.
We wanted to stay true to life (Where Life Happens) and break some cultural advertising taboos by focusing on the moment you discover your family is about to become bigger – essentially, when you pee on a stick. But what if the thing you peed on didn’t have to be conventional pregnancy test, but an ad?