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IKEA Bookbook
Campaign
Purpose
• The catalogue faced criticism of being junk mail, particularly
in an online world.
• Catalogue was under threat of being seen as irrelevant due to
the uproar of digital marketing.
• IKEA wanted a way to get its audience’s attention in order to
have a wider impact at the launch of its new catalogue.
• 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.
Analysis
The ad, promoting Ikea's 2015 catalog, is a pretty blatant spoof of Apple and, less directly, a satirical piece
on tech commercials and over-the-top tech enthusiasm in general. It criticizes MacBook by claiming eternal
battery life, touch interface, no lags, ultra light, and easy to use features. The ad is very simple and doesn’t
use any effects for high fi animations that most of advertisements use these days. The narrator very calmly
and in sort of unintentional way pokes fun at other electric devices. The video in my opinion successfully
achieves its objectives to coney the message that catalogues are not outdated in the digital world while also
promoting the new products. Book or catalogues have remained in the same form factors for as long as they
have existed. Nothing revolutionary has ever happened to develop this other than adding more colors and
3D effects. And, IKEA has also not done anything special to develop or add new feature to this, but they have
found a very unique and creative way to market their catalogue by comparing it to other products that are
not even the same things. The ad just highlights features in the catalogue that maybe no one else has ever
even thought of.
The campaign at the end was very popular and successful. IKEA was able to revive the catalogues and
subscription to the catalogue (both physical and digital) increased. Sales for IKEA also shot up during the
promotion period.
Citations
Print Power. "How IKEA unleashed the power of the
"Bookbook"." 29 August 2017. Print Power. 16 March
2023. <How IKEA unleashed the power of the
"Bookbook">.

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IKEA powepoint by Sahildeep Singh

  • 1.
  • 2.
  • 3. IKEA Bookbook Campaign Purpose • The catalogue faced criticism of being junk mail, particularly in an online world. • Catalogue was under threat of being seen as irrelevant due to the uproar of digital marketing. • IKEA wanted a way to get its audience’s attention in order to have a wider impact at the launch of its new catalogue. • 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.
  • 4.
  • 5. Analysis The ad, promoting Ikea's 2015 catalog, is a pretty blatant spoof of Apple and, less directly, a satirical piece on tech commercials and over-the-top tech enthusiasm in general. It criticizes MacBook by claiming eternal battery life, touch interface, no lags, ultra light, and easy to use features. The ad is very simple and doesn’t use any effects for high fi animations that most of advertisements use these days. The narrator very calmly and in sort of unintentional way pokes fun at other electric devices. The video in my opinion successfully achieves its objectives to coney the message that catalogues are not outdated in the digital world while also promoting the new products. Book or catalogues have remained in the same form factors for as long as they have existed. Nothing revolutionary has ever happened to develop this other than adding more colors and 3D effects. And, IKEA has also not done anything special to develop or add new feature to this, but they have found a very unique and creative way to market their catalogue by comparing it to other products that are not even the same things. The ad just highlights features in the catalogue that maybe no one else has ever even thought of. The campaign at the end was very popular and successful. IKEA was able to revive the catalogues and subscription to the catalogue (both physical and digital) increased. Sales for IKEA also shot up during the promotion period.
  • 6.
  • 7.
  • 8. Citations Print Power. "How IKEA unleashed the power of the "Bookbook"." 29 August 2017. Print Power. 16 March 2023. <How IKEA unleashed the power of the "Bookbook">.