updated - September 24, 2020 Thursday EDT
IKEA takes a note from Apple's marketing strategy and released a video entitled 'Experience the power of a bookbook.'
The new marketing campaign is part of the Swedish furniture company's 2015 catalogue for Asian countries Singapore and Malaysia. The video was uploaded on IKEA Singapore's Youtube channel on Wednesday.
It's notable how they tried to impersonate Apple's solemn and noble tone when unveiling their latest products. IKEA's version "strikes a hilarious tone," according to Entrepreneur.com.
Clad in a plain gray shirt, the Nordic Jorgen Eghammer, dubbed as IKEA's chief design guru, voices over the video in a dreamy and melancholic fashion. He details the features of the catalogue from the dimensions down to the magazine's high-definition quality to how to flip the pages. In one instance he said, "To start browsing, simply touch and drag."
Apple is known for its minimal style of videos with dreamy voiceover when introducing new products. Their promotional videos often include the battery life, new functions, loading time, and instructions on how to use the device. The IKEA catalogue video mimics the execution that results into a satirical promo material. Hence, they even praise the BookBook as having eternal battery life and no lagging time.
The Swedish-based furniture retailer has been using witty marketing ploys as of late. Recently, IKEA in Australia partnered with Airbnb for a unique experience of spending the night in one of the store's showrooms. For only 12 Australian dollars, a family can choose a bedroom from Modern, Rustic Charm or Inner City Living themed bedrooms.
The catalogue contains 328 "high-definition" pages and features IKEA's latest collection of ready-to-install furniture. The promotional video has gained more than 6 millions views on Youtube.
Watch the satirical genius unfold in the video shared on Youtube below:
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