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?
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