We used the outdoor ad spaces to single out the kind of people who are curious enough to find out the meaning of a word they don’t understand — our target group. The OOH:s series worked as an invitation — a challenge if you will — to have people use their phones to take the next step. Once they googled the word, they were handed a brief explanation of the word paired with a reward for being curious: a free audiobook that gave them more compelling and in-depth answer. This way, the OOH worked as a creative shortcut to have people enter our platform in a charming and unique way.