WATCH IKEA hilariously position its print catalogue as a tech device

IKEA has launched a new ad campaign to counter the notion of the print medium dying. In a latest spot to promote its 2015 catalogue, IKEA positions its book in a way tech devices have often been promoted.

"It's not a digital book, or an e-book. It's a book book," said the on screen character. The campaign also asks users to "experience the power of a book" as it has "eternal battery life" and its pages "load instantly, with zero lag."

In a press statement, the company said:

“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 campaign will run in Singapore and Malaysia using the full range of media, from full page newspaper ads to 6-sheet outdoor, radio and cinema, to a sleek 3D animated microsite.

Yeong Tze Kuen, regional marketing manager, Ikano Retail Asia said:

“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.”

Watch the campaign below:


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