Malaysian Media Awards Winners Showcase





2015 | |

Ikea BookBook

Advertiser: Ikano Pte Ltd
Brand: Ikea
Creative Agency: PHD Media (M) Sdn Bhd
Credits: -

The Challenge
Is the Ikea book too low-fi for the high-tech age? Can a book be entertaining to today’s digital generation more accustomed with video browsing than catalogue browsing? Can a book be a technology that is so life- enhancing it should be in the hands of everyone? Why should one bother to pick up a printed copy of the Book, when with a swipe on one’s mobile phone, one can easily access the same content on a digital media? Can IKEA entertain its audience with a printed book full of furniture images?

The Solution – Insight & Idea
At the same time of the IKEA Book launch, the iPhone 6 was just about to launch, so we knew that all the digital natives will be abuzz with conversations around the iPhone 6 and its anticipated technological features. Hence IKEA took to the stage to launch their 2015 Catalogue just as if it was the world’s best gadget, in a complete Apple Spoof, filming a branded video to provide the explanation of how their catalogue was engineered to perfection. In the video, IKEA was said to have created an intuitive, advanced.

The Execution
The branded video hosted was on Youtube and amplified through theTube Mogul network, which introduces Ikea’s 2015 catalogue in a manner that parodies the current obsession with modern technological gadgets such as tables and smartphones, and done in an entertaining style that mimics how Apple often markets its popular consumer products.

The Results
Youtube – 376k viewed at least 1⁄2 the video, with a total of 510k viewing minutes – exceeding the target by 25%. Over 30% watched it through other websites – making the campaign truly viral Site Visits – Increased by 53%, with 70% coming from Earned media! – Products views on website increased by 35% – Conversion increased by 200% – Over 300% more shopping cart conversions.