Vodafone is investing €500m in data network infrastructure. In 2012 we had to find a way to increase mobile Internet trial.

The Digital Public Library was the perfect product to promote the mobile Internet trial by creating a new social habit in Romania: reading from smartphones and tablets.

We created the first Public Digital Library in Romania, an out of home product that combines mobile technology and free education. People could get their favorite book just by scanning the QR code in our library. We launched it places of transit with high traffic like train stations, malls, subway stations, city walls and stores.

The initiative got media attention and besides the massive coverage of our library, the main TV channels joined us to support the digital reading cause by offering tutorials in their high audience shows about reading on tablets and smartphones.

3 times more downloaded books than the biggest e-books retailer in Romania

61,228,185 media impressions

€440,074 worth of earned media

52% brand buzz, the highest level of buzz registered for a telecom company in Romania, in 2012