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Ikea’s iPhone parody video goes viral

How to share Ikea's Bookbook

How to share Ikea’s Bookbook

A campaign for Ikea in Singapore and Malaysia that parodies the modern obsession with technology, in particular the products of Apple, has quickly reached a big audience online, amassing almost 2.5 million views in two days on YouTube.

Update 8 September: the campaign has now passed 7.7m views.

The two and a half minute video demonstration for how to use Ikea’s 2015 print catalogue – named the “Bookbook” – has been promoted using Facebook ads. It has been widely covered in local and international media, including the Straits Times, Forbes and Adweek.

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 no lag”.

The campaign, which was loaded on to YouTube on Wednesday 3 September, came in for criticism in Mumbrella’s comment thread when the campaign broke, with some readers suggesting that the video was too long and the idea unoriginal.

The campaign has registered around 33,000 shares on Facebook and 10,000 shares on Mashable.

The agency behind the idea was BBH.

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