Trees of green are what a wonderful world starts with.

Elefant.ro, one of the first eBook sellers in Romania, wanted to popularize their product and spread a positive message at the same time.

eBooks are greener than their paper counterparts, so we brought this to life with a world first: an app that allows people to scan any tree to claim a free eBook – no need for QR codes or other fancy markers.

The app managed to promote itself without any paid media, with 5,000 downloads in the first week and 200 books downloaded every day in the first month.

And elefant.ro showed the benefits of branching out and championing a cause beyond its category.

The systematic mapping of the entire journey through the PDJ is central to our way of working... more than just the framework for gathering and organising insights, it helps us to conceive and execute the strategies that place our Pivotal Ideas at precisely the right moment on the journey."

Jonathan Dodd, CSO, London

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