Our answer: by introducing the genre token! So instead of having a single general token, you had a range to choose from to suit individual interests. We asked six well-known authors to become ambassadors for their own genres and created a separate book token for each one. This shows you at a glance what you can do with a Book Token and we turned it into a much more personal gift. We developed a campaign image for each genre and made clever use of the popularity of our ambassadors.