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.