The campaign is targeted to people who enjoy reading (mostly adults). The same idea is going to be used for other audiences, selecting authors according to the target.The concept behind the campaign is that, in many ways, the act of browsing the web is the opposite to reading a book. Browsing, as the verb implies, is a quick, shallow experience - people don't read web pages, they scan them to find what they need. Reading a book, on the other hand, is an absorbing experience, but it is also a demanding one: it requires that you do your part.We created a campaign with GIF - based banners, that demanded this kind of effort from the user, but that would reward them with a fragment of a great literary work - and engage them enough to follow the link.In a medium where a lot of text is perceived as poor design, we wanted to challenge that notion and stand out, going in the opposite direction. This, obviously, won't be appealing to people who don't enjoy reading, but that's perfectly OK, since they are not our customers.