A new ad campaign from Ikea pokes fun at the new wireless charging feature on the iPhone 8, by highlighting that they too have wireless chargers. The furniture retailer has indeed been stocking wireless chargers two years before
Apple introduced their ‘new’ technology. Creative director at Ikea Creative hub, Morton Kjær, offered his thoughts regarding the iPhone 8 launch to Adweek. Kjær said, “IKEA has been very progressive with wireless charging.
We are thrilled that new iPhone owners finally can make use of one of the most powerful lamps we’ve ever made.”
IKEA’s ‘Wireless Chargers’
For those not familiar with IKEA’s ‘wireless charger’ range, they are actually products that charge your smartphone.
On their website, the company states that they “call these products wireless chargers, because that’s what they are: a range of products that make it possible to charge your smartphone, without messy cables.”
Their collection ranges from charging pads to furniture with built-in charging spots, like lamps. According to IKEA, many phones actually support the wireless charging standard (QI). The feature simply needs to be enabled in the phone’s settings.
The iPhone 8 isn’t that special
One of the features that Apple has used to create hype around their new iPhone 8 release is its ability to wireless charge. However, there are many more affordable phones on the market that can also be wirelessly charged, via IKEA’s wireless chargers.
These include some models from the Nokia Lumia, Samsung Galaxy, and Blackberry collections. Other phones, which include some iPhone models, simply require a VITAHULT charging cover that is also stocked by IKEA.
Moreover, IKEA’s range of wireless chargers is significantly less expensive than the iPhone 8. The glass back of the iPhone 8, which makes wireless charging possible, is also extremely costly to repair.
This had made the excitement of Apple fans at the prospect of wireless charging, hilarious to their rival Samsung supporters. Many Samsung users have had the option to wirelessly charge their phones with IKEA products for years and at much less of a cost.
Products include standalone pads from $30 to desk & table lamps to a $399 home office unit. Currently, on IKEA’s online catalog, their most expensive wireless charging lamp, mentioned in the advert, is $84.99. This is almost an eighth of the current cost of an iPhone 8.
The Ad campaign
Now that we’re all familiar with IKEA’s wireless charger range, we can fully appreciate their new ad campaign. The campaign basically runs a series of ads which play on some of Apple’s most well-known marketing slogans.
Apple’s “This changes everything” iPhone launch mantra has now become “This charges everything”. While “Think different” is now “Link different.” The furniture store also brings Siri into the mix and reminds customers that their wireless chargers are also lamps. ”Siri, what lamp should I buy?”.
Anyway, this isn’t the first time that IKEA has poked fun at Apple
Back in 2014, the Swedish company, not so subtly, teased Apple in their hilarious catalog commercial – “It’s not a digital book or an e-book, It’s a bookbook.”
Apple has always been known for their exaggerated and exquisitely designed ad campaigns. But IKEA one-upped the multinational technology company with their announcement of ‘bookbook’ – a play on Apple’s MacBook.
”Once in awhile, something comes along that changes the way we live. A device so simple and intuitive, using it feels almost familiar”, the commercial begins with the paper catalog displayed.
”The first thing to note is no cables – not even a power cable. The 2015 IKEA catalog comes fully charged and the battery life is eternal.” These are just some of the hilarious lines in the satirical commercial gently mocking Apple.
IKEA or Apple?
Since 2015, IKEA has been building Qi wireless chargers into some of its furniture and pricing them significantly cheaper than the iPhone8. Their new ad campaign forces Apple fans to take note.
Ikea’s approach to building charging pads into furniture is innovative and useful. But if you don’t have space for a new lamp or desk and prefer standalone chargers, then Apple’s ‘new technology’ will probably seem the more innovative product to you.