Swedish retailer, IKEA, has released a campaign that doubles as both a discount coupon and a pregnancy test.

According to Adweek, the idea was drummed up by Swedish advertising agency Åkestam Holst to run in Swedish women’s magazine, Amelia.

Basically, after peeing on the ad, if the pee strip technology reveals a positive result you’re then eligible for a discount on a cot.

The agency explains:

“In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color 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. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.”

Sounds gross! Would you pee on a piece of paper to score a discount?

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