IKEA is promoting the annual IKEA Catalogue in Singapore and Malaysia with “BookBook”, a spoof of the MacBook, iPhone and iPad launch campaigns from Apple. Jurgen Eghammer, chief design guru, channels Apple’s chief designer Jony Ive in a video oozing with deep awe. The campaign will run in Singapore and Malaysia using the full range of media, from full page newspaper and 6-sheet outdoor, radio and cinema, to a sleek 3D animated microsite experience complete with user demo video, showcasing the features of this “life enhancing device”. The catalogue itself is also online at ikeabookbook.com
The annual IKEA Catalogue launch has been a cornerstone of the Swedish furniture giant’s marketing for a long time. But in a world where devices have largely replaced books, it’s harder to get excited about a printed catalogue. So for the 2015 edition, BBH Asia Pacific set out to launch the IKEA Catalogue in the manner usually reserved for much-anticipated tech devices. The IKEA Catalogue campaign invites you to ‘Experience the power of a book’, and rediscover ‘The Original Touch Interface.’ Amazing features are celebrated, like ‘Eternal Battery Life’, and pages that ‘load instantly, with zero lag’. All of this is to remind consumers of IKEA’s range of 2015 home and furnishing ideas that come pre-installed in next year’s catalogue, for easy browsing, bookmarking and ultimately, buying.
At only 8mm thin, and weighing in at less than 400g, the 2015 IKEA BookBook Catalogue comes pre-installed with thousands of home furnishing ideas. Join the revolution at IKEA.sg/bookbook or IKEA.my/bookbook.
Said Yeong Tze Kuen, Regional Marketing Manager, Ikano Retail Asia:
“Like we say in the campaign, at IKEA we feel that technology that is this life enhancing should be in the hands of everyone. We invite you to download one from your mailbox. The one you open with a key. Or you can upload yourself to the IKEA store and find one there.”
In a review of the IKEA 2015 Catalogue, Seow Tein Hee, online editor, Stuff.tv Asia said:
“When a device is this intuitive to use, the technology can seem hauntingly familiar, as if somehow, you’ve used it before… eerie.”
Credits
The IKEA BookBook Catalogue campaign was developed at BBH Asia Pacific, Singapore, by creative directors Tinus Strydom and Maurice Wee, executive creative director Scott Mcclelland, art director Germaine Chen, head of planning James Sowden, business director Jun Shea, project director and print producer Lesley Chelvan, account manager Manavi Sharma, account executive Cheryl Cheong, social strategist Josie Khng, TV producer Daphne Ng, print producer Brell Chen, and digital producers Phil Dabrowski and Chris Salonga.
Filming was shot by director Carlos Canal via Freeflow Productions. Photographer was Eric Seow at Nemesis Pictures with producer Jasmine H. The microsite was developed at Construct Digital.
