Editorial and Translation
KORRELEKTOR
Issue 29 | December 2013
Agency
Draftfcb Vienna
Creative Team
Executive Creative Director: Phil Hewson, Patrik Partl Copywriter: Matthias Goggel Art Director: Romain Berthet Junior Art Director: Kerstin Fruhwirth Programmer: Mathias Assefi
Other Credits
Account Director: Claudia Schab Account Manager: Johanna Cigler
Date
March 2013
Background
KORRELEKTOR was an editing, proofreading and translation service. The brief was to boost their website traffic with an online campaign.
Idea
As they are an editorial office, the aim was to use perfect timing for the message: the very moment a user makes a typo. When entering an Internet address incorrectly into a browser, the users were forwarded to the perfect remedy – the editorial office KORRELEKTOR. Domains that arise out of mistyped addresses of heavily trafficked websites were used and a 50% traffic surplus (unique users) on the KORRELEKTOR website was expected.
Results
Since the launch of the "mistyped" websites in December 2012, traffic on the KORRELEKTOR website has increased by 234%, which exceeded the expectations by 50%.