IKEA: BILLY Birthday

IKEA’s Billy Bookcase was celebrating its 30th birthday in 2009. In Germany, they wanted to increase sales by emphasising that Billy was still a trendy, lifestyle product.

IKEA: BILLY Birthday

OgilvyOne worldwide

ENTRY INFORMATION

Category: Retail/Direct SalesCountry where program ran: GermanyDate program started/ended: 21st September - 11th October 2009

Product Description: BILLY is the world famous classic bookcase by IKEA and it celebrates its 30th birthday. More than 41m bookcases have been sold over these 30 years.

Advertiser/Client Name: IKEA GermanyMedia Channels: Web Advertising Website: www.ourwork.de/ikea/billy

STRATEGY

Marketplace Challenge:

The IKEA BILLY bookcase is a top seller. There's no other bookcase that almost sells itself automatically. So BILLY is more than just a piece of furniture....

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