There had to be an interesting angle. Apart from finding a unique benefit of reading an e-book instead of a physical book, we had to design something fresh, memorable and convincing.

The strength of the idea was strong, simple and targeted with 1000’s of e-books and 3 fake book covers translating into one humourous idea.

It was appropriate to the brand too. Built around the idea that ‘Nobody has to know what you’re really reading,’ it communicated the advantage of reading an e-book instead of a physical book.

Hundreds of readers picked up these innocuous book cover disguises. The humour travelled well too, appearing on dozens of sites around the world. New e-books were even downloaded in countries outside of Hong Kong. The campaign led to a 17% increase in revenue compared to the same period last year.