IKEA needed a way to get its audience’s attention in order to have a wider impact at the launch of its new catalogue. They also wanted to remind their audience of the wonderful properties that only a tangible catalogue can deliver. By doing this IKEA aimed to raise awareness for the launch of the catalogue and get people excited once more about receiving and using it.
To remind people that the IKEA catalogue was a more holistic sensory experience than digital platforms, they created an online campaign that compared the print catalogue against technology. A video which was a parody inspired by the highly pioneering Apple device the ‘MacBook’, creating a marketing concept that inspire a nostalgic love for the ‘BookBook’, which was still relevant in a digital age.
The video reinforces the values of the brand whilst remaining humorous and engaging. The video further emphasises the accessibility and ease of use of the catalogue, which could be either delivered free or obtained in-store. Offering beautiful yet simple designs to the masses is at the core of what IKEA strives for and this is also reflected in the carefully crafted and brilliantly executed video.