For its book campaign, Libri Mundi realized that the most reading people do happens in the form of leafing through tweets, text messages and Facebook posts. Since people are so addicted to technology and tend to forget what great gifts books make, this campaign involved a little trickery.
For its Christmas season, Libri Mindu packaged gift cards to look like the latest and greatest tech product, but it was really just a gift card that could be put towards the purchase of a book. From the outside, the simple packaging and styling of "Book" looked a lot like an Apple product, which is probably what make it so appealing. As a result, Libri Mundi's sales soared, with an increase in gift card sales by 300% since the previous year.
Deceptive Reading Campaigns
Libri Mundi's Book Campaign Disguises Book Gift Cards as Cool Tech
Trend Themes
1. Disguised Gift Cards - Using deceptive packaging to disguise gift cards as other popular products.
2. Tech-inspired Marketing - Using technology-inspired marketing strategies to attract customers' attention.
3. Creative Gifting Solutions - Finding innovative ways to present traditional gifts and enhance their appeal.
Industry Implications
1. Retail - Opportunity for retailers to create unique packaging and marketing strategies for gift cards.
2. Publishing - Opportunity for publishers to collaborate with retailers and create enticing book gift card campaigns.
3. Technology - Opportunity for technology companies to explore partnerships with retailers to create tech-inspired gift card packaging.