IKEA distributes millions of catalogues every year to homes for free. Despite being a longstanding cornerstone of their marketing, the catalogue was increasingly being seen as just more junk mail, particularly in an online world.

In a time where tech devices are replacing books, how could we get people excited about the arrival of the catalogue in their mailboxes? By launching it like anything but a book. We parodied Apple’s glassy-eyed product launch videos at the same time they were launching the iPhone 6. We successfully transformed the ordinary catalogue into the newly appreciated bookbook with over 16 mil views on YT, extensive media coverage, and a rise in sales for the key markets of Singapore and Malaysia of 8% and 13% respectively. The phrase ‘bookbook’ also entered pop culture.

A video launching the catalogue as the latest tech devise, parodying Apple’s online films to a fault served as the centrepiece for the campaign. A micro site modelled on the familiar iPad sites showcased this low-tech catalogue in high tech 3D, calling out all it’s revolutionary features with tongue firmly in cheek.

Over 16 million views on Youtube. Over a million social shares with 500K on Facebook alone. Sales figures for the two main markets, Singapore and Malaysia, jumped 8% and 13% respectively compared to the previous year. Most importantly, we transformed the catalogue in pop culture into the ‘bookbook’. The phrase was spontaneously used across the world as can be witnessed by searching for #bookbook on Instagram and other social platforms.