Amidst the marketing flurry around the latest announcement from Apple about their much-anticipated iPhone 6 and wearable technology, comes a brilliantly timed piece of marketing from Ikea.
In a world of high-tech, sometimes going low-tech or no-tech is the way to stand out. With my tongue firmly planted in my cheek, I’d like to acknowledge how Ikea has taken a “page from Apple’s playbook” with the release of their 2015 catalogue.
Enter the bookbook. Or as I’ve decided to call it the iKea iBookBook.
If you have yet to see it, you MUST have a look at this ad. It is brilliant in it’s use of hyperbole to emphasize the attributes of the 2015 catalogue, framed from a play on technology perspective, meant to yank us back to the reality of enjoying a good old fashioned book, or in this case, a catalogue.
View the ad here: https://www.youtube.com/watch?v=MOXQo7nURs0
The spot opens with, “Once in awhile, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar…” It then goes on to note that the new device has no cables or power, comes fully charged, uses tactile touch for navigation to browse, has no lag time loading images, and can be downloaded free through your mailbox or in person.” So why does this ad work so well?
- Timing. Make no mistake, in the world of advertising, this was a well-timed execution, meant to go viral on the tails of this weeks announcement of much anticipated new product from Apple.
- Parodies work. Especially when a company with a lot of online traction and social followers such as Apple, is the object of the joke. The parallels and poking clever fun at the way the product features are announced compared to an Apple commercial are striking. Parodies go viral because they are usually funny and entertaining, two key components for getting material shared.
- They zigged when the rest of us where still zagging. While it seems many brands jump on board the latest trends, getting caught up in technology and social media, Ikea was different by drawing attention to the old fashioned attributes of book browsing. In an age of ebooks and online everything, it made them stand out. Plus it called out the elephant in the room, the fact that people still like to browse a catalogue to shop, and it made it socially acceptable to admit it. Well done.
- It was optimized for social media. Of course this ad could have been placed on TV, but when the objective is to make it viral, allow your army of Ikea followers to use their media channels, and to no doubt generate free publicity and pick up from traditional media such as TV and print, why would you? Putting it on Youtube and making it easily sharable through social channels was a brilliant media strategy.
- Simple works. The communication is simple and the visuals are simple, in an iconic Ikea design sense. Even though the audio is in English, and much of the play on words rely on this, the concept of what is being communicated can be understood through visuals.
Well done Ikea. This is brilliant marketing.