IKEA's Bookbook Catalog is Presented Like a Fancy Tech Product
Laura McQuarrie — September 4, 2014 — Marketing
References: IKEA.sg & adsoftheworld
The IKEA Bookbook ad shows off the IKEA 2015 catalog as something new and revolutionary, that may even come along and change the way you live. Rather than trying to get fancy this year by making the catalog mobile or digital in any way, this commercial appeals to consumers with a sense of humor, who are always having what's supposedly the latest and greatest technology pushed on them.
In the ad, the Chief Design Guru walks you through all the specs of the IKEA Bookbook, including impressive features like it's ability to go cable-free, no lag and its unlimited battery life. The Guru also boasts "tactile touch technology that you can actually feel," and he runs through how to flip back and forth between the pages of the catalog, and how to save items you like by dog-earing the pages.
In the ad, the Chief Design Guru walks you through all the specs of the IKEA Bookbook, including impressive features like it's ability to go cable-free, no lag and its unlimited battery life. The Guru also boasts "tactile touch technology that you can actually feel," and he runs through how to flip back and forth between the pages of the catalog, and how to save items you like by dog-earing the pages.
Trend Themes
1. Spoof Marketing - Spoof marketing is a trend that involves creating humorous and satirical advertisements to appeal to consumers with a sense of humor and stand out from traditional marketing techniques.
2. Nostalgic Advertising - Nostalgic advertising is a trend that involves using elements from the past to elicit positive emotions and create a connection with consumers, as showcased by the IKEA Bookbook ad.
3. Humor in Marketing - Humor in marketing is a trend that involves using funny and entertaining content to engage with consumers and create a memorable brand experience, as demonstrated by the IKEA Bookbook ad.
Industry Implications
1. Furniture Retail - The furniture retail industry can leverage spoof marketing and nostalgic advertising to create unique and memorable marketing campaigns that differentiate their brand from competitors and attract customers.
2. Technology - The technology industry can explore disruptive innovation opportunities by incorporating humor and nostalgia into their product design, marketing campaigns, and user experiences, as exemplified by the IKEA Bookbook ad.
3. Advertising and Marketing - The advertising and marketing industry can capitalize on the trend of using spoof marketing and humor in advertising to create impactful and viral campaigns that capture consumer attention and drive brand awareness and engagement.
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