SKIMS turned discount codes into street art—and suddenly everyone was tearing tabs like they were front-row concert tickets. Turns out, ripping paper feels like earning a deal, thanks to the IKEA Effect giving your brain a DIY dopamine kick.
Simple stunt, smart psychology—SKIMS didn’t just offer 50% off, they made you work for the perk. Watch the video for the full OOH advertising effect.
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