The document summarizes an IKEA marketing campaign promoting its 2015 print catalog. IKEA created an online ad that spoofed Apple products by attributing features like eternal battery life and touch interface to the print catalog. The ad poked fun at technology in a calm, unintentional way to convey that catalogs are not outdated. It highlighted sensory experiences of catalogs not found on digital platforms. The campaign was successful, reviving interest in catalogs and increasing IKEA sales during the promotion period.