Ikea releases 4-minute memory improvement video with ‘human catalogue’ Yanjaa Wintersoul

Swedish furniture giant Ikea has released its second video featuring the Mongolian memory champion Yanjaa Wintersoul as part of a campaign for its 2017 catalogue.In the new video, released on Facebook yesterday, the purple-haired ‘Ikea human catalogue’ demonstrates the memory techniques that helped her memorise 328 pages and 4,818 products from the company’s annual book.

Created by BBH Singapore, the video shows the 23-year-old relaying her memory ‘journey’ through a single page in the Asian catalogue, plus how drawing associations with other words and items helped her remember the product details.

Since being posted, the video has been viewed more than 120,000 times and had more than 200 shares.

The video follows IKEA’s original ‘Test’ video, which showed the company flying Yanjaa from Sweden to Singapore to undergo a gruelling quiz on her unusual memory.

Following the campaign’s launch, the brand put Yanjaa’s skills to another test on Facebook Live, whereby she was challenged by the platform’s commenters to once again remember randomly selected items within the catalogue.


Raised in both Sweden and Japan, Yanjaa broke the world record for recalling names and faces by memorising 187 names in 15 minutes at the Hong Kong Open Memory Championships in 2015.

At the moment, she is the highest-ranked female Memory World Champion, although she has claimed the Ikea catalogue is the most she’s had to memorise.


Speaking at the time of the campaign launch, Ikea South East Asia retail director Mike King said: “The iconic Ikea Catalogue is something we are very proud of. Each year we celebrate its launch as we believe it is the go – to home furnishing inspiration for many people and it has been that way for years.

“This year we are very proud of the fun we are having with BBH and Yanjaa, further strengthening the link between people and home furnishings. After all, inspiring and challenging people to relook at their homes has been the main purpose of the IKEA Catalogue for all these years.”

Ikea prints around 200 million copies of its catalogue every year for 38 countries and its release has become something of a marketing flagship for the company and BBH Singapore.

In 2015, Ikea’s ‘bookbook’ campaign, a gentle satire of Apple and tech enthusiasts’ obsession with trendy gadgets, became a global phenomenon and has to date been viewed more than 18 million times on YouTube.


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