Belong is an Aussie telco that sells pre-paid SIM cards. So when the new iPhone 13 was announced in late 2021, we saw an opportunity to talk to Apple fans, getting our SIM cards into their new phones with just $150k.

So, we decided to solve a problem every one of them was about to experience. Phone limbo. That sudden period of disconnection while your new device transfers all your data over from your old one. A time without memes, factoids and other internet wonders.

The Book of Limbo is a limited edition SIM packaging, designed to keep you entertained while stranded between phones.

Available to pre-order alongside the iPhone 13, it channels the internet into 120 pages of unique 3D art, illustration, photography and GAN. Like a real wormhole, each page links to the next, exploring whale poop, queen conspiracies and more. It even includes the entirety of Alice in Wonderland. The entire experience is an immersive journey designed to end when your phone lights up again, with a free $80 Belong SIM to help you explore real, online wormholes afterward.

The Book of Limbo brings the experience of the internet to life in a new way, using original 3D art, photography and illustration. The art was even informed by the internet itself, through AI-powered art programs (GAN). We created 560 books in total, with materials that were locally sourced, sustainably made and a production that was carbon offset.

This packaging was designed to mimic the online wormholes we all find ourselves falling down that twist and turn in unexpected ways – from the mesmerizing cover to the changing materials, textures and art styles throughout. The SIM is positioned as a reward at the end – a way to continue your immersive journey.

We launched the book with a targeted campaign a week before the iPhone drop, appearing on eCommerce sites, tech blogs and tech influencer channels – asking fans to pre-order the book alongside their new phones.

This campaign earned 23+ million impressions, a 400% uplift in site traffic and heaps more brand consideration, with +50% purchase intent for those who saw the campaign.