Picks of the Week: January 22, 2018
Account Executive, Consulting
You can "pee" on this new IKEA ad.
The newest ad IKEA shared in the Swedish magazine Amelia, raised a few eyebrows with the instructions it provided its readers: “Peeing on this ad may change your life”. By using a similar technology present on pregnancy test kits, “expecting” readers were encouraged to pee on the marked area, and if the woman was pregnant, the ad would reveal a previously invisible text offering a discounted price on cribs.
The ad does not serve as a coupon. It works as a limited edition oversized pregnancy test while also aiming to remind consumers about the benefits of getting better prices with the Ikea family discount. Although only pregnant women get to see the activated discount appear after peeing, the ad isn’t limited only to them but rather calls to action inviting adopting families, parents and different members to join the Family “package” deal.
Ikea took out of the box marketing to a whole new level and explored print in an unusual way to call attention, engagement, and action from consumers. It’s lack of fear to be perceived as ridiculous is what most likely will lead the brand to keep on surprising consumers through different channels.
Amazon Alexa gets added to all Wynn Las Vegas hotel rooms.
The Wynn Las Vegas is the first resort in the world to add voice control smart home features to hotel rooms through Amazon Alexa. The hotel announced this addition last year but has finished installing the devices in 4,748 rooms. The Wynn is one of the top hotels on the Las Vegas Strip and the Alexa addition will only enhance the experience for guests. Guests will be able to control room lights, room temperature, drapery and television with plans to evolve functions.
With the rise of virtual assistants in the market, consumers are enjoying and becoming familiar with these devices and Amazon is gaining traction in the Hotel & Tourism category with this partnership.