The Hong Kong International Literary Festival, founded in 2001, is an annual event held over ten days in autumn, bringing together writer and book lovers at events. Despite Hong Kong being uniquely positioned to attract not just the best authors and thinkers in Asia, but globally, the event has very limited awareness outside of internationally minded audiences and had been struggling to effectively grow attendance numbers in recent years. Our challenge was to to reignite the desire for Hong Kong people to attend a reading festival by tapping into their existing love of books in a new way. We partnered with Uber, surprising passengers by leaving books with a #ShareABook sticker on the cover in vehicles. The idea – people can take a book, use a spare sticker placed within the book to share one of their own favourite reads, and leave it somewhere for someone else to find.