We needed to promote Staedtler’s range online and drive traffic to takenote.com.au. Online advertising approach came from the broad communications strategy– ‘Staedtler is the champion of everyday writing’; more directly in the online environment, positioning the writing instrument whether pen or pencil as more powerful than the keyboard/digital technology. Development of the idea that ‘the pen is mightier than the mouse’ allowed us to have some fun with the battle between using a pens/pencils vs keyboards/a mouse. Solution was to engage users through game-play then driving click-throughs. The lightweight 4 week campaign yielded 13,000 click-throughs at a CTR of 0.3%.