Ikea parodies tech obsession with launch of its 2015 catalogue in Singapore and Malaysia

Ikea has launched its 2015 print catalogue in Singapore and Malaysia with a parody of digital technology and how people use it.

In a demonstration video, created by BBH, the “power of the Bookbook” is unveiled. The video, housed on an Ikea microsite, explains that the Bookbook comes with ‘The Original Touch Interface’, an ‘Eternal Battery Life’ and pages that ‘load instantly, with zero lag’.

The campaign to promote the ‘life enhancing devise’ is also to run with full-page newspaper and 6-sheet outdoor, radio and cinema ads.

The brand’s regional marketing manager Yeong Tze Kuen, 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 the IKEA store and find one there.”

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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing