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Why IKEA's BookBook Made The Buzz

This is no news: everyone knows and recognizes the Apple ads. They’re simple, focus on the great product’s characteristics and explain how this particular product is definitely the one you need because it will simplify your life. And for sure, Apple products do have this aura of success. They’ve had it for years. Each Keynote is an event per se and Apple maniacs look forward to it: new releases, new possibilities and new items on their wanted list. Yes: Apple ads are part of our references.

But what happens when an industry which has nothing to do with Apple decides to create a parody? This is exactly what IKEA did, introducing it’s BookBook. A revolutionary product, with unlimited autonomy, no wires, sharable, making it easy to find the content you’re looking for, making it even simpler to bookmark it. It is colorful, well-organized, designed to bring you a new lifestyle. The BookBook, IKEA’s new catalogue, is the buzz word of the last few weeks.

Here are 10 reasons why the BookBook made the buzz (and generates more than the iPhone6):

  1. The BookBook is available for nothing
  2. The BookBook makes no promises it won’t keep
  3. The BookBook complies to today’s expectations (as set by Apple)
  4. The BookBook needs no directions for use
  5. The BookBook holds something for each and everyone: hipsters, classic, modern…
  6. The BookBook is available right now and needs no pre-ordering
  7. The BookBook won’t break if you drop it (even from the first floor)
  8. The BookBook wasn’t expected so it’s a great, surprising item not disappointing you after months of patience
  9. The BookBook will remain constant over the years and will automatically be replaced without involving extra dollars
  10. The BookBook has been introduced by a great ad

Let’s get a little deeper in the explanation: of course, the success of this ad doesn’t depend on all the previously listed characteristics, it has rather to do with the fact that it appeals to unconscious habits highly linked with products we now all know of. Some might argue that this is only one more proof (if needed) that Apple is a master of marketing and that IKEA simply used the same codes. And here is where the magic happens. Had it been an Apple competitor, the use of such a process would have been highly criticized and would probably have received a more than awful greeting: you can’t copy Apple without consequences… But IKEA has nothing to do with Apple. IKEA is low-cost, IKEA is not hype, IKEA is not expensive.

The strength of such an ad, its power, is to refer to another brand’s codes, without ever naming it, showing how a simple speech about simple features but presented in a specific way can appear incredible to us and create desire. IKEA’s video, apart from spoofing Apple’s, reminds us of our own credibility towards what we crave for pursuant to good marketing. The funniest part of it is that, by mocking Apple, IKEA mocks us all and that we like it even better!