IKEA Billy Closet: IKEA Billygram

Ogilvy Frankfurt

SUMMARY

THE CHALLENGE

IKEA is celebrating 30 years of its favourite closet: BILLY. And that‘s a hell of a long time for a piece of furniture. Therefore we developed an online activity to get IKEA customers involved and interested in BILLY. How to reach as many fans as possible in a short period of time?

THE IDEA

Content changes - BILLY stays the same. For 30 years. And because that will also be the case in the future, we developed something special: a Facebook App called BILLYGRAM. Users were able to post animated messages written with BILLY storage racks on each other‘s walls by rearranging content - books and objects - within the racks to create letters, punctuation marks and numbers. They created messages out of racks and saw how BILLY transmitted them.

OBJECTIVES & RESULTS

The main objective of the campaign was to develop an online campaign that reached at least 5.000 people in a period of two weeks - without spending a single cent on media1. We exceeded the expectations of the client massively: After only one week of activity 20.837 BILLYGRAMS had been posted on Facebook2.