IKEA distributes millions of catalogues every year. Despite being a long-standing cornerstone of their marketing, the free catalogue was increasingly seen as just more junk mail, particularly in a world of connected digital devices. IKEA parodied Apple's famously slick product launches by framing their 2014 catalogue as anything but a book. As Apple were unveiling their iPhone 6, IKEA promoted their catalogue's eternal battery life, non-existant load times and tactile technology online, outdoor, in press and on radio. IKEA successfully transformed an ordinary catalogue into the celebrated bookbook.
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