Earlier this week, I received a package from IKEA Singapore which is reminiscent of the packaging for Apple products like my iPhone, iPad and MacBook Pro.
In the box, I found an extra large copy of the 2015 IKEA Catalogue:
IKEA advertised their 2015 catalogue as a ‘technological breakthrough’ product globally, taking an obvious stab at Apple’s recognisable, obsessive advertising formats.
How is a book, a technological breakthrough? Simple. According to IKEA, it is the first ‘touch interface’ ever invented. Content comes pre-installed, pages load instantaneously, with no lag. It’s always on and the battery life is eternal.
For a simple to follow and hilarious walk-through of how to use your new IKEA Catalogue, watch the full product demo video above.
Jokes aside, this campaign by IKEA seeks to remind us about the power of a book, especially for kids. Some even think books are broken tablets!
The 2015 IKEA Catalogue will be sent to most homes in Singapore from now until 17 September and you’ll also be able to ‘download’ yourself at IKEA stores from 18 September to pick it up. Alternatively, the online version is also available.