With more than 5,000 downloads on Play Store and App Store and over 50,000 scanned trees until now, Read a Tree became a platform connecting an organically grown community that supports the fight against deforestation, but also endorses Elefant’s brand point of view.

During the first month of the campaign, 200 books were downloaded each day. A simple, clever app strengthened Elefant.ro’s leadership in the digital book market, while also promoting a social cause.

The technology that instantly turns physical trees into digital books aroused people’s curiosity. Read a Tree managed to promote itself without any paid media. People shared in social media the photos of the trees they scanned and almost every such posting triggered another download of the app.