01
Details

Czytaj PL is one of the largest campaigns promoting reading in Poland. Every year, the organizers invite thousands of people to discover new books through free ebooks and audiobooks available via mobile app. My task was to design the entire concept, visual identity, website, and elements of the mobile application.

For the 10th edition of the campaign, KBF and Woblink (online bookstore - technology provider) approached me with a request to create a new formula that would capture the attention of a wide audience, with a special focus on young readers.

02
Scope of Work

1. Main theme and key visual
2. Social media campaign, printed posters, stickers, billboards
3. Responsive webpage
4. App elements

03
Theme and key visual

Reading is a magical moment when the world around you fades away. Whether you're on a bus or curled up on your sofa, no matter your age or profession, you can be transported into a different, magical world. That's why I combined magical elements with everyday situations that anyone can relate to.

04
Marketing and Digital Assets

My task was to create a comprehensive set of graphic and marketing materials to be used across various communication channels. This included assets designed for publication on our partners’ websites, content tailored for social media platforms, print advertisements, designs for urban poster pillars, and promotional posters.

05
Website

The responsive website was the campaign's central hub, showcasing books in action, guiding users to download the app, and providing real-time updates throughout the campaign.

06
App and challanges

The app was the campaign's main tool, allowing users to read and listen to free e-books and audiobooks. During the campaign, it featured a special themed design.

For the app, the annual campaign led to a massive surge in downloads. However, data showed that nearly all new users left right after the free campaign ended. We saw this as a missed opportunity to retain users—and, in turn, keep them engaged in the store. The key question became: how can we retain at least a portion of these users?

The solution was the "Magiczna gra" (Magic Game). Users earned points for reading and listening to the campaign’s featured content, with extra points available for completing additional tasks. The reward? Bookstore vouchers valued just above the average price of a book. With multiple prize rounds, we successfully retained nearly all contest participants, turning engagement into long-term app usage.

The second challenge of the campaign was an unexpectedly high level of interest. On the first day, the app nearly crashed due to overwhelming demand. With no immediate IT support, we had to manage damage control and quickly appease both loyal users and newcomers who joined just for the campaign.

07
Triumphs and failures

The new campaign format, the in-app contest, and the increased presence of promotional materials led to a record-breaking success. However, we weren’t fully prepared for potential setbacks and lacked a long-term strategy to retain new users—especially those who didn’t want to participate in the contest.