舉報(bào)
2018-01
來源：黑馬營銷（ID：heimayingxiao1）
說起家居行業(yè)中的領(lǐng)先者，不得不提的就是宜家，不僅物品齊全，宣傳廣告的創(chuàng)意更是層出不窮！
最近瑞典廣告公司AkestamHolst為宜家制作的雜志廣告引起了轟動(dòng)，這得益于其革命性的特別功能，就是幫助女性測試是否懷孕。
該宣傳廣告正在Amelia雜志上刊登，該雜志是瑞典最有影響力的女性雜志之一。
雖說這不過是一頁最普通產(chǎn)品廣告宣傳，但在宣傳頁面底部是一個(gè)矩形框。這是你小便的地方。幾分鐘后，“驚喜”出現(xiàn)在紅色墨水上方。你問，這個(gè)驚喜到底是什么？嗯，這是你將要有一個(gè)孩子，也就是你的生活即將改變。
似乎聽起來有點(diǎn)不可思議，但它還是個(gè)有趣的測驗(yàn)。它和普通驗(yàn)孕棒不同的是，在你確定懷孕后顯示的不是兩條杠，而是這張廣告會(huì)在測出懷孕之后變成一張優(yōu)惠券，拿著這張優(yōu)惠卷可以以優(yōu)惠價(jià)去購買廣告中宜家的嬰兒床。
廣告是希望吸引未來的父母，但是問題也來了，如果你真的想以優(yōu)惠價(jià)購買一張宜家的嬰兒床，那么就必須帶著它去店里找店員兌換，你能想到把尿紙交給收銀員這樣的這畫面有多尷尬.....
雖說這個(gè)廣告創(chuàng)意不錯(cuò)，但還沒有充分考慮到消費(fèi)者的接受程度和便利之處，如果真想打折，其實(shí)讓懷孕的女性拿著醫(yī)院開的證明去不是更好更合適嗎？
項(xiàng)目信息
品牌/廣告主
IKEA 宜家
營銷機(jī)構(gòu)
參與者
獎(jiǎng)項(xiàng)榮譽(yù)
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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