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IKEA's BILLY bookcase has been around for 30 years. To celebrate the fact - and keep customers interested in it - IKEA and Ogilvy Frankfurt decided to develop an online activity.
The result was the BILLYGRAM Facebook app, which allowed users to post BILLY bookcases on each other's walls.
There, users were able to create animated messages out of racks of books and transmit their message. At the same time, they highlighted how BILLY's content changes - even though BILLY always stays the same.
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