Singaporeans are spending less time borrowing books and more time online shopping.
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.
We increased eBook borrowings and made Singaporeans read a whole lot more.