{"id":102669,"date":"2018-01-15T15:02:00","date_gmt":"2018-01-15T20:02:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/ikea-goes-wee-bit-kooky-ad-campaign-targeting-new-mums\/"},"modified":"2024-12-19T16:40:53","modified_gmt":"2024-12-19T21:40:53","slug":"ikea-goes-wee-bit-kooky-ad-campaign-targeting-new-mums","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/ikea-goes-wee-bit-kooky-ad-campaign-targeting-new-mums\/","title":{"rendered":"IKEA goes a wee bit kooky with its ad campaign targeting new mums"},"content":{"rendered":"<p>Opinion is likely to be very divided over IKEA\u2019s new magazine promotion, which offers discounted cribs to expecting mums. The only catch is that the woman must pee on the ad, and if they are pregnant, the promo code will be revealed!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11683\" src=\"\/wpe-content\/uploads\/sites\/5\/2018\/01\/Picture1.png\" alt=\"\" width=\"940\" height=\"528\" \/><\/p>\n<p>The ad, which is running in <em>Amelia<\/em>, one of Sweden&#8217;s most widely-read women&#8217;s magazines, is supported by the strapline \u2018Peeing on this ad may change your life\u2019. It is certainly quite \u2018out there\u2019, but there\u2019s little doubt it will grab attention and steal a few headlines. \u00a0The ad instructions advise women to &#8220;pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here.&#8221;<\/p>\n<p>The campaign has been created by Swedish ad agency \u00c5kestam Holst (Adweek\u2019s\u00a0<a href=\"http:\/\/www.adweek.com\/agencies\/how-swedens-akestam-holst-is-chasing-greatness-in-its-work-and-in-the-workplace\/\">International Agency of the Year<\/a>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d109557fe36'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d109557fe36');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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It uses the fundamental science of pregnancy test kits, which detects whether urine contains a hormone called Human Chorionic Gonadotropin (hCG), a reliable indicator of pregnancy; but to make the ad interactive, the agency claims it needed to make several technical advancements. It explains: \u201cThe pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics.\u201d<\/p>\n<p>A full overview of the ad is detailed within this short video below:<\/p>\n<p>[iframe src=&#8221; https:\/\/player.vimeo.com\/video\/250248401?rel=0&#8243; width=&#8221;560&#8243; height=&#8221;315&#8243;]<\/p>\n<p>&nbsp;<\/p>\n<p>While there are no plans to bring the ad to the UK, our personal view is that we love the creativity and science behind the campaign, and it\u2019s great to begin a new year with a touch of playfulness. Within press interviews, IKEA marketing manager Patrik Nygren-Bonnier has talked of the brand\u2019s desire to be a part of everyday life at home and \u201cto show life as it is for as many of us as we can\u201d and be a part of those \u201cmagical, life-changing moments\u201d where possible. There\u2019s no doubt that for some pregnant couples, once they get over the weirdness of peeing on a magazine ad, the ad will serve to pull on their heartstrings and trigger some emotional engagement with the brand. It will be interesting to see the impact this has upon crib sales!<\/p>\n<p>Secretly, we also wonder how many women will be using the ad as a pregnancy test!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Opinion is likely to be very divided over IKEA\u2019s new magazine promotion, which offers discounted cribs to expecting mums. The only catch is that the woman must pee on the ad, and if they are pregnant, the promo code will be revealed! The ad, which is running in Amelia, one of Sweden&#8217;s most widely-read women&#8217;s [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102671,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2869],"tags":[],"class_list":["post-102669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IKEA goes a wee bit kooky with its ad campaign targeting new mums | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/ikea-goes-wee-bit-kooky-ad-campaign-targeting-new-mums\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IKEA goes a wee bit kooky with its ad campaign targeting new mums | DAC\" \/>\n<meta property=\"og:description\" content=\"Opinion is likely to be very divided over IKEA\u2019s new magazine promotion, which offers discounted cribs to expecting mums. 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