Working in digital marketing, it’s sometimes easy to forget about the more ‘traditional’ methods and the value they can bring to a marketing campaign. But what I’ve seen is this – that time and time again, when we’re able to use digital and traditional marketing together in a complementary way, the results can be quite spectacular!
Ikea is one of those brands that is so adept at bringing the digital and traditional worlds together. I’ve looked forward to receiving the Ikea catalogues for as long as I can remember. Through the years, it has been a true source of inspiration. From my younger years when I dreamed of the perfect life and the little Ikea home and Volkswagen that would go with it to today, as a source of endless creative inspiration. Beyond the design, layout, pictures, font and typography, Ikea’s catalogues of recent years has also been an inspiration of how technology can go hand in hand with print to enhance a customer’s experience.
With the augmented reality first introduced in the 2014 catalogue, readers with the Ikea app could scan selected pages in the catalogue to access over 50 pages of extended content including additional inspirations and tips, videos, panoramic shots of rooms and zoom capability. It was always such a surprise to scan the pages and see what surprises popped up.
This year, even with the augmented reality feature, it seems that Ikea is going back to the basics. In the latest spot produced BBH Asia Pacific, Ikea reminds us, ever so slyly that no technology can replace the joy we get from flipping through the pages of an Ikea catalogue (the “book book” version that is, not the “digital book” or “e book”) Even with the app, the mobile site and the shopping site, I still look forward to receiving my Ikea catalogue in the mail and it still retains its spot on my coffee table where it is always within reach throughout the year.
So no… print is not dying anytime soon. In fact, according to Ikea, the power of print might just be greater than you think. Beautiful things can happen when you put the new with the old!
Enjoy the spot here:
Title: Experience the Power of a Bookbook
Agency: BBH Asia Pacific