1. Strategy:The DUDEN is the official reference guide to the German language. We were set the task of promoting the new edition using a low-cost online campaign. Google was the ideal medium. Not only does it run 280 million searches per day, but also checks for spellings mistakes. If search terms are spelt incorrectly, Google asks “Did you mean …?”. The perfect place for our advertisement!2. Creative implementation:We found a way of working with the Google spelling function: we signed up for Google AdWords. This involves linking search terms with advertisements, which then appear with the search results. We registered our ads with the most common spelling mistakes, thus imitating the Google spelling function. Now, if the user types in “bicycel” the following message appears: Did you mean: bicycle www.duden.de/rechtschreibung Did you spell bicycle incorrectly? Duden – the official guide to German spelling.

3. Target group:The target group was internet users of all ages. We registered the most common spelling mistakes for each age group, which enabled us to reach an extremely wide range of users.