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IKEA BookBook™ was created to remind consumers of the physicality of print

Despite its success, the catalogue came under criticism of being junk mail, particularly in an online world. To disrupt a digitally obsessed society, Ikea hoped to raise awareness of the launch of the catalogue and get people excited about receiving and using it.

How they did it

  • 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
  • The video was a parody of the highly-stylized Apple tablet device launch marketing with the concept being to inspire a nostalgic love for the ‘Bookbook™’, which was still relevant in a digital age

The results

  • It immediately resonated with a tech enthused audience
  • Within days the video had been watched and shared by millions
  • The Bookbook™ has become synonymous with the 2015 IKEA Catalogue

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