IKEA’s new video touting the power of a good old-fashioned print catalog has generated more than 7.7 million online views in less than a week, according to data from Visible Measures.
The Swedish furniture retailer’s “Experience the power of a bookbook” video introduces viewers to a device that “changes the way we live” — the new IKEA catalog– parodying the tone and language Apple uses to market its gadgets. In the IKEA spot, a “chief design guru” highlights the so-called bookbook’s specs and innovative features such as an “eternal” battery life and “pre-installed” content. The IKEA video was released last Wednesday, nearly a week ahead of Apple’s expected announcement of a smartwatch offering and new iPhone.
IKEA’s spot has amassed more than 317,000 social interactions since its debut, Visible Measures said.