One of the most important bookstore chain in Russia has decided to remind people about the importance of reading. There is one place where people continue to read: the toilets. And if no book is available, people read what they can have in hand, including the air freshener. 100 000 Books has so printed some extracts of best-sellers on a special range of air-fresheners sold in shopping malls and departments stores. The attendance of 100 000 Books gained 23%. The campaign won several awards during Golden Drum and Red Apple.