Undercover Books


Singaporeans are spending less time borrowing books and more time online shopping. 

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We used online shopping to sell people on reading by turning Carousell, Asia's largest ecommerce platform, into an online library for a month. Over 30 fake, intriguing items - inspired by popular books - were put "on sale". We lured shoppers to view the items and find the real story behind them. 

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We increased eBook borrowings and made Singaporeans read a whole lot more. 

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