来源：黑马营销（ID：heimayingxiao1）
说起家居行业中的领先者，不得不提的就是宜家，不仅物品齐全，宣传广告的创意更是层出不穷！
最近瑞典广告公司AkestamHolst为宜家制作的杂志广告引起了轰动，这得益于其革命性的特别功能，就是帮助女性测试是否怀孕。
该宣传广告正在Amelia杂志上刊登，该杂志是瑞典最有影响力的女性杂志之一。
虽说这不过是一页最普通产品广告宣传，但在宣传页面底部是一个矩形框。这是你小便的地方。几分钟后，“惊喜”出现在红色墨水上方。你问，这个惊喜到底是什么？嗯，这是你将要有一个孩子，也就是你的生活即将改变。
似乎听起来有点不可思议，但它还是个有趣的测验。它和普通验孕棒不同的是，在你确定怀孕后显示的不是两条杠，而是这张广告会在测出怀孕之后变成一张优惠券，拿着这张优惠卷可以以优惠价去购买广告中宜家的婴儿床。
广告是希望吸引未来的父母，但是问题也来了，如果你真的想以优惠价购买一张宜家的婴儿床，那么就必须带着它去店里找店员兑换，你能想到把尿纸交给收银员这样的这画面有多尴尬.....
虽说这个广告创意不错，但还没有充分考虑到消费者的接受程度和便利之处，如果真想打折，其实让怀孕的女性拿着医院开的证明去不是更好更合适吗？
项目信息
品牌/广告主
IKEA 宜家
营销机构
参与者
奖项荣誉
2018
Cannes Lions
Print & Publishing | Retail
Gold
2018
Cannes Lions
Print & Publishing | Innovative Use of Print
Gold
2018
Cannes Lions
Media | Use of Print / Outdoor
Bronze
2018
D&AD Awards
Press Advertising | Press Advertising (National)
Wood Pencil
2018
D&AD Awards
PR | Creative Use of Media
Graphite Pencil
2018
D&AD Awards
Direct | Direct Response/Press & Poster
Graphite Pencil
2018
NYF Advertising Awards
Print - Traditional & Digital: Products & Services | Retail Stores
First Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Avant-Garde Discipline | Print/Press
Second Prize
2018
NYF Advertising Awards
Best Use of Media: Direct & Collateral | Print or Outdoor
Second Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Product & Services | Home Appliances & Furnishings
Second Prize
2018
NYF Advertising Awards
Activation & Engagement: Use of Activation & Engagement | Print/Outdoor In A Promotional Campaign
Second Prize
2018
NYF Advertising Awards
Print - Traditional & Digital: Products & Services | Home Appliances & Furnishings
Third Prize
2018
NYF Advertising Awards
Print - Traditional & Digital: Products & Services | Retail Stores
Grand Prize
2018
NYF Advertising Awards
Best Use of Media: Print | Magazine
First Prize
2018
CLIO Awards
Print
Gold
2018
CLIO Awards
Direct | Print/Mail
Gold
2018
CLIO Awards
Print
Grand
2018
The One Show
Print & Outdoor | Innovation in Print & Outdoor / Print
Gold Pencil
2018
The One Show
Print & Outdoor | Publishing / Magazine - Single
Gold Pencil
2018
The One Show
Print & Outdoor | Craft / Printing / Production - Single or Campaign
Gold Pencil
2018
The One Show
Direct Marketing | Craft | Printing / Production - Single or Campaign
Silver Pencil
2018
ADC Awards
Advertising | Press / Magazine - Single
Gold Cube
2018
ADC Awards
Innovation | Advertising
Bronze Cube
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