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article imageIkea's unusual Valentine's Day offer Special

By Martin Laine     Feb 18, 2013 in Business
Nestled in among all the usual Valentine’s Day promotions, Ikea stores in Perth and Adelaide, Australia, made the unusual offer of a free crib to any mother who gives birth on November 14, 2013, exactly 9 months from Valentine’s Day.
The offer appeared in a coupon published in “The Book of Love,” a newspaper insert circulated in the two Australian states. The model offered is worth approximately $100. The conditions include having to present the original coupon and proof of the date of birth. The offer from the Swedish home furnishings giant does not include shipping or assembling.
A company spokesperson said the company will honor the offer to anyone who complies with the condition, though it was primarily meant in good humor.
“The idea came from our agency who were asked . . . to come up with a tongue in cheek ad to make people smile,” said Nigel Richardson, marketing manager for the company, in an email response to questions from Digital Journal.
Richardson called the response so far “huge” with 1.7 million Imgur views as well as a similar response on the company’s Facebook page.
Anyone serious about trying to cash in on the offer faces a daunting task.
As any parent knows, the traditional 9-month length of a pregnancy can vary by quite a bit. According to the website most spontaneous births occurs at 280 days, or 40 weeks, but there can be a wide variation. So, it remains to be seen whether there will a sharp rise in scheduled Caesarean sections on November 14.
“If people really want a C-section on the 14th to be able to secure a $99 cot, then we will certainly honour the promotion,” Richardson said. “But we doubt many people will go to such lengths.”
This year was marked by other unusual promotions.
The Bronx Zoo offered the chance to name one of its cockroaches after your sweetheart, as described in a recent Digital Journal article, though to some it might appear to be more appropriate for those planning to end a relationship.
And then there are the shooting ranges in Las Vegas offering a variety of romantic specials including one that offered the bride and groom the chance to pose with Uzis and ammunition belts, according to an article in the Washington Post.
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