The agency decided to make people, who spend most of their time online, read real books. How did we do this? We contacted different celebrities to post paragraphs of books dear to them as their own status so it would pose as something that happened to them, making people feel intrigued so they would click on the “read more” button. When they did, a message appeared: “Real books are more exciting than Facebook. You just read an excerpt of the novel XXX by the autor XXX. If you want to read more, you can find it with a 20% discount at Sur Bookstore. “

Sur Bookstore’s audience increased dramatically, and so did their sales.

The idea went viral and peruvians helped the cause by reposting the celebrity’s “fake” statuses. Now more peruvians, read more real books.