IKEA invites you to experience the power of a book via campaign created by BBH Asia Pacific

IKEA_Book.jpgThe 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'. It's a "book book".

VIEW THE CONCEPT
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 devise.'
 
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.
 
IKEA_book2.jpgSaid Tinus Strydom, Creative Director, BBH Asia Pacific: "To be given the opportunity to launch such an innovative content delivery system is a once in a career opportunity."
 
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."
 
Experience the power of a book

Agency: BBH Asia Pacific
Creative Directors - Tinus Strydom & Maurice Wee
ECD - Scott Mcclelland
Art Director - Germaine Chen
Head of Planning - James Sowden
Business Director - Jun Shea
Project Director - Lesley Chelvan
Account Manager - Manavi Sharma
Account Executive - Cheryl Cheong
Social Strategist - Josie Khng
TV Producer - Daphne Ng
Print Producer - Brell Chen/Lesley Chelvan
Digital Producer - Phil Dabrowski/Chris Salonga
Director - Carlos Canal
Production Company - Freeflow Productions Pte Ltd
Photographer Eric Seow / Nemesis Pictures
Photography Producer Jasmine H
Microsite Developers - Construct Digital
 

7 Comments

May said:

After seeing hundreds and thousands of Apple parody, this feels really old and tired.

Like said:

Lovely idea. Well done BBH.

Jo said:

The funny thing is....both examples (borders and ikea) are not really film ideas. Just print idea shot on video. Need to try harder.

the final word said:

The IKEA catalogue is a sufficiently robust modern day icon to carry this off effortlessly. It's a thumbs up boys and girls.

Really? said:

By paying expensive award-winning creative directors, this is what you get? No wonder advertising in Singapore isn't going anywhere...

Look where we are now...

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