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Australian telco Belong doesn't have the budget of our competitors, who all have exclusive contracts with Apple.

So instead of creating expensive ads about the upcoming iPhone 13's features, we solved a problem apple never has. Phone limbo. That sudden period of disconnection while your new device spends ages transferring all your data over from your old one.

The Book of Limbo is an offline online wormhole, designed to entertain those stranded between phones. Available to preorder alongside the iPhone 13, it channels the wonder of the internet into 120 pages of original art. Just like a real internet wormhole, each page links to the next – spanning reverse centaurs, royal conspiracies and more. Ending with a free Belong SIM card, to help you explore real internet wormholes once your phone's ready.

The campaign earned 23+ million impressions, a 400% uplift in site traffic and a +50% Belong purchase intent.