# Deceptive Reading Campaigns Libri Mundi's Book Campaign Disguises Book Gift Cards as Cool Tech By Laura McQuarrie | Published 2014-08-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/book-campaign References: [adeevee](http://www.adeevee.com/2014/08/libri-mundi-book-the-gift-that-doesnt-let-books-die-promo-direct-marketing-pr/) & [librimundi](http://www.librimundi.com/) 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](https://www.trendhunter.com/trends/bolthouse-fresh) 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](https://www.trendhunter.com/trends/analog-life) 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. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 4% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Disguised Gift Cards:** Using deceptive packaging to disguise gift cards as other popular products. - **Tech-inspired Marketing:** Using technology-inspired marketing strategies to attract customers' attention. - **Creative Gifting Solutions:** Finding innovative ways to present traditional gifts and enhance their appeal. ### Who This Affects Most - **Retail:** Opportunity for retailers to create unique packaging and marketing strategies for gift cards. - **Publishing:** Opportunity for publishers to collaborate with retailers and create enticing book gift card campaigns. - **Technology:** Opportunity for technology companies to explore partnerships with retailers to create tech-inspired gift card packaging. ## Related on Trend Hunter - [Personalized Present Campaigns](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites.md) - [Creative Gift Wrap](https://www.trendhunter.com/trends/clash-royale.md) - [Music-Inspired Audiobook Campaigns](https://www.trendhunter.com/trends/read-like-you-listen.md) - [Hyper-Targeted Book Covers](https://www.trendhunter.com/trends/the-book-of-money.md) - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Book-Inspired Public Benches](https://www.trendhunter.com/trends/sit-down-to-read.md) - [Imaginative Children's Holiday Campaigns](https://www.trendhunter.com/trends/childrens-holiday-campaign.md) - [Cheekily Creative Bookmarks](https://www.trendhunter.com/trends/illustrated-bookmarks.md)