IKEA – Billygram

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. They created content out of racks and saw how BILLY transmitted the message.
The brief: develop an online activity that gets IKEA customers involved and interested in BILLY. The reason: IKEA is celebrating 30st years of BILLY. And that’s a hell of a long time for a piece of furniture.
Content changes – BILLY stays the same. That is why we used BILLY storage systems and their contents to build a BILLY font, i.e. we rearranged books and objects to create letters, punctuation marks and numbers so that people could use BILLY to write messages.
Results: after a week of activity over 20,000 BILLYGRAMS had been posted on Facebook. The App was also a hot topic of conversation amongst IKEA fans.

Advertising Agency: Ogilvy Frankfurt
Executive Creative Director: Michael Kutschinski
Creative Director: Dr. Ulf Schmidt
Creative Director: Uwe Jakob
Art Director: Daniel Schweinzer
Copywriter: Marcus Pfeiffer
Motion Design: Klaus Martin Michaelis