Punkte machen ohne Punkte!

The Make Happy App, initiated by the archdiocese of Cologne, motivates users to do good deeds: the app proposes good deeds every day and users score points for completing them. These points can then be used to support an aid project. Once a project has collected enough points, it is supported with money by the archdiocese. The print campaign in a local weekly newspaper comprises a full-page advertisement and an unconventional link to the editorial part. As the aim of the app is to collect points and as Germans use the same word for “point” and “dot”, the Kölner Wochenspiegel removed the umlaut dots from all of its front-page headings and articles. This met with a huge response from readers and made the app the talk of the town.