Experience the Power of a Bookbook
IKEA Singapore2014
Experience the Power of a Bookbook is a 2014 online film (product-launch parody) for IKEA Singapore, created by BBH Asia Pacific, Singapore.
The line
Experience the power of a bookbook.
Why it works
A furniture catalogue, launched like a gadget. In September 2014, just as Apple was unveiling the iPhone 6, IKEA Singapore released a deadpan imitation of Apple's reverent product films starring its new printed catalogue, recast as the 'bookbook', a device with an eternal battery, no load times and tactile technology. Made by BBH Asia Pacific, it ran online, backed by outdoor, press and radio. It is studied as a lesson in borrowing a bigger brand's cultural moment, in parody as product demonstration, and in turning the least glamorous job in retail marketing, getting people excited about a catalogue landing in the mailbox, into a global talking point that Mashable was covering by 3 September. It was named top campaign at the Institute of Advertising Singapore's Hall of Fame awards for 2014, and also won a D&AD Wood Pencil and a One Show Merit.
Techniques
- Humour A deadpan imitation of Apple's reverent product films presents a printed furniture catalogue as a gadget called the bookbook.
- Real-time and newsjacking Released just as Apple unveils a new iPhone, the parody borrows a bigger brand's cultural moment to get people talking about a catalogue.
- Demonstration The catalogue's plain virtues are shown off as tech features, from an eternal battery and no load times to tactile technology.
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