Initiative Vermisste Kinder Case study MISSING CHILDREN by Fischer Appelt, Kempertrautmann Hamburg

MISSING CHILDREN

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Industry Charities, Foundations, Volunteers
Media Case study
Market Germany
Agency Fischer Appelt
Agency Kempertrautmann Hamburg
Art Director Leif Johannsen, Bruno Luglio David
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN'S INITIATIVE
Agency: KEMPERTRAUTMANN
Agency: FISCHERAPPELT
Date of First Appearance: Jul 23 2010
Entry URL: http://frida-frommen.de/awards/dfe/eng/cannesweb/titanium/
Creative Director/Account Manager/Conception: Marcell Francke (kempertrautmann gmbh)
Creative Director/Account Manager/Conception: Patrick Matthiensen (kempertrautmann gmbh)
Art Director: Leif Johannsen (kempertrautmann gmbh)
Art Director: Bruno Luglio (kempertrautmann gmbh)
Account Manager: Carolin Panier (kempertrautmann gmbh)
Account Manager: Biljana Retzlik (kempertrautmann gmbh)
Account Manager: Moritz Fürste (kempertrautmann gmbh)
Graphic Designer: Patrick Schröer (kempertrautmann gmbh)
Copywriting: Sebastian Merget (kempertrautmann gmbh)
Programming/Technical Conception and Conversion: (Blue Mars mbH)
Involved Agency: (fischererappelt AG)
Media placement: Social Media - Facebook - 23.07.2010
Media placement: Outdoor - Football Match - 13.08.2010
Media placement: Billboards - Germany - 10.09.2010
Media placement: Interactive Music Video - Youtube, Facebook, Myvideo - 15.08.2010
Media placement: IPhone App - ITunes Store - 30.12.2010
Media placement: Online - German Websites (Spiegel, Adidas, FC Bayern Munich Ect.) - 05.01.2011
Media placement: Online - German Stock Photographers Websites - 05.01.2011
Media placement: Ambient - Elevators Through Out Germany - 25.09.2010
Media placement: Sponsoring - Trikots From A German Ice Hockey Team - 14.12.2010

Describe the campaign/entry
Every year in Germany more than 100,000 children and young people are reported missing. So, on behalf of "Initiative Vermisste Kinder" (Missing Children’s Initiative), we launched a unique campaign where everybody can play an active role in the search.
In doing this, we reinvented the way of searching for missing children. Under the title "Deutschland findet euch" (Germany will find you), we used facebook to launch Germany's first and largest-ever cross-media campaign to find missing children.

Describe how the campaign/entry was launched across each channel in the order of implementation

In order to make the search party faster and more effective, we used a whole range of measures to raise awareness of the "Deutschland findet euch" platform. We kicked-off "Deutschland findet euch" with a bang: At the match of FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a player escort kid holding his hand to accompany him. The Munich player was carrying a poster with a photo of a missing girl and a reference to the website www.deutschland-findet-euch.de instead.
To make the search party stronger every day, many initiatives followed that all linked directly to our platform: We exploited the power of facebook with missing children profiles, an interactive map and a missing-children gallery. We started Promotions, Ambient Media, Online, interactive Music-Videos, an iPhone App, Social-Sponsoring, Billboards, downloadable Posters with QR-Codes that liked directly to the profiles of missing children...

Give some idea of how successful this campaign/entry was with both client and consumer
With a range of media in combination, we were able to establish "Deutschland findet euch" as the world’s largest network for tracing missing children. With over 100,000 Facebook fans and a total global exposure of 120,000,000. All in less then six months.
But the best statistic of all is that, to date, one missing child has already been traced via the Facebook action and the mother has offered her grateful thanks – on the campaign website.
The initiative in figures:
• One child already found – and hopefully more to come.
• More than 100,000 Facebook-Fans.
• 15,000,000 Euro Media coverage.
• A total global exposure of 120,000,000.