BILLY'S BIRTHDAY by Ogilvy & Mather Frankfurt for IKEA

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BILLY'S BIRTHDAY

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Creative Director Uwe Jakob, Dr. Ulf Schmidt
Released September 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: IKEA GERMANY
Product/Service: BILLY FURNITURE RANGE
Agency: OGILVY FRANKFURT
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/ikea/billy
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Dr. Ulf Schmidt/Uwe Jakob (Ogilvy Frankfurt)
Art Directors: Uwe Jakob/Jan Schulz (Ogilvy Frankfurt)
Junior Art Directors: Julia Scherer/Anahita Khosravi (Ogilvy Frankfurt)
Junior Art Directors: Douglas Savage/Daniel Schweinzer (Ogilvy Frankfurt)
Copywriters: Yvonne Strassner/Ralf Schulte/Marcus Pfeiffer (Ogilvy Frankfurt)
Management Supervisor: Frank Apel (Ogilvy Frankfurt)
Account Supervisor/Account Executive: Martin Molter/Katja Heinbuch (Ogilvy Frankfurt)
Concept Development: Benjamin Ringwald (Ogilvy Frankfurt)
Screen Design: Thien Bui/ Vincent Rebers (Ogilvy Frankfurt)
Technical Direction: Jens Lauer (Ogilvy Frankfurt)
Film Production Company: Nordpol/Bobby Good Filmproduction
CRM/Online Manager: Katja Sottmeier (IKEA)
Media placement: Website - Online - 21/09/2009

Results and Effectiveness
People happily accepted the birthday party invitation – over 1000 photos were uploaded. The BILLY birthday site had over 976,000 page impressions and over 183,000 visitors. The film was watched online more than 243,000 times.

Creative Execution
IKEA? Everyone knows it. And they know that IKEA products take two parties to complete – IKEA and the customer. So we used this idea for the advertising: IKEA built its BILLY TV ad together with its customers! It worked like this: BILLY owners were invited to submit a picture of their shelves to the birthday website. IKEA created their finished ad from these pictures. Then customers could download the spot from the website or watch it on TV during the birthday weekend.

Insights, Strategy & the Idea
By celebrating BILLY’s 30th birthday, IKEA wanted to increase sales of the world famous classic bookshelves. But the campaign was not to be approached as a typical anniversary sale promotion – rather the famous IKEA charm should come into play to convince customers to buy.